Are your media spokespeople preparing properly for interviews?
This isn’t just putting the interview in their diary and having some idea of the journalist’s name. It’s finding out a bit about the journalist so they can try to gain some rapport. It’s thinking beforehand about the questions they’ll be asked. It’s being crystal clear about the key messages their company is trying to push through the media. And it’s doing the really tricky part of working out how they can give the journalist something he or she wants while also conveying those marketing messages.
Far too many senior executives think they can just pitch up to a media interview and wing it. They very rarely can.It usually just means they miss a good opportunity to promote their business.
So, if yours aren’t preparing properly then try suggesting to them that they should. If they want to know what sort of preparation to do then take them through the list above. If they’re not sure how to go about doing all that,or they need a bit of practice to get confident at it, then suggest they get some media training.