This summer, I staffed an in-person media opportunity on a college campus. A broadcast journalist was coming to campus to report on an exciting initiative, and I headed down to provide ground support to the reporter and client.
At the time, I was relatively fresh on the account. I’d familiarized myself with the client’s voice, its mission and its programs, and this in-person visit would cement what I had absorbed.
Little did I know, I would unexpectedly – and accidentally – became part of the story. To be precise, I would be given the mic and be asked to talk on live TV.
When it happened, my palms didn’t have time to get sweaty. And thanks to careful media preparation, I could answer the reporter’s questions naturally and in line with the client’s central messaging.
While we can’t predict everything that might happen during a media opportunity, take it from me and follow these tips to make sure you’re ready for anything.
Prepare Messaging and Materials in Advance
Before an interview or media visit, our public relations team prepares spokespersons for the event. We provide all relevant information for the media opportunity, key logistics and expected questions. These steps help put opportunities that may seem daunting into perspective and minimize the element of surprise.
This particular opportunity was planned to be a 30-minute livestream flowing through three different locations across the campus, with only two brief commercial breaks. We worked to minimize uncertainties by anticipating potential questions the reporter may ask, pulling insights about the reporter and station, and even calculating walking time between locations.
Understand the Reporter’s Style and Goals
Media relations professionals are experts at coordinating small details while keeping the big picture in mind. From start to finish, AKCG public relations professionals strategize the best way to deliver the client’s message while fitting into a reporter or outlet’s style.
Throughout the media relations process, we ask ourselves:
- What is the client looking to amplify: programs, missions, people?
- Which journalists have interests or beats that align with client priorities?
- How do we pitch journalists to fit both their goals and the client’s goals?
Then, when a journalist is interested in visiting a client on-site, we continue asking the important questions:
- How can we make the experience as smooth as possible for the journalist?
- Are there any other stories the journalist can pick up while on site?
- What else can we do to help keep our client top of mind for the journalist?
When we pitched the college visit to this reporter, we leaned on his interest in environmental sustainability, which we gathered based on his previous reporting. We focused on locations and programs that best aligned with his niche. Simultaneously, we counseled interviewees to deliver natural talking points on giving back to the environment and community.
Knowing the reporter and their style, as well as the client and their goals was exceedingly important as an uncontrollable series of events happened on that day.
After a relatively calm afternoon, a pop-up downpour drenched the campus. Moreover, the reporter hit traffic and was running late. Upon arrival, there was no time for introductions, and the livestream began.
The first of three segments went according to plan. Then, the group live transitioned to the next location, walking through the quickly muddied grass.
“So, where are we heading now?” the reporter asked me.
In the rush, the reporter had confused me for a client spokesperson.
The segment was live and on air. There was no time to correct and reset. And given our thorough preparation and knowledge, I answered without pause.
I delivered messages that were on brand while keeping it conversational. The reporter went on to ask me two more on-air questions, about both the featured programs and the client in general, which I answered confidently and in line with the client’s bottom-line goals.
Thanks to our PR agency’s thorough media preparation process, the livestream carried on without a hitch. The final product showcased the client’s programs and staff brilliantly, and my answers fit right into place.
Make Sure You Are Prepared For Anything
This is just one example of how a media opportunity may not always play out exactly according to plan. It is crucial everyone present during the media interview understands goals and messaging in advance, understands how the reporter operates and is prepared for anything that may come. It takes preparation, practice, and a good degree of flexibility and adaptability.
A strong public relations team will equip a client with a clear game plan for a media opportunity, taking small details into account while keeping focus on the big picture. When a viewer watches an interview or reads an article, what do we want their takeaway to be? How do we want audiences to feel? What do we hope they’ll do? Conveying key messages while staying authentic, helps us reach the reputational goals we set.
Whether we are partnered with a new client or a longtime client, our deep bench of media relations experts keep centered on the client, their identity and mission so when questions are asked on the spot, we’re prepared.
Sometimes, it will pour when the forecast calls for sun. Strong media relations professionals will find an umbrella, adjust accordingly, and carry on.
