| It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently. - Warren Buffett |
Executives Find Media Training Best Marketing Investment Strategy
In the midst of carefully scrutinized communications budgets, many executives are looking inside their organizations to make the most of the resources at hand to maintain the company’s visibility. Products still need to be launched, issues still need to be addressed, and in many instances, traditional marketing tools have been slashed from an already bare-bones budget.
In this environment, executives are finding that they themselves are the organization’s best marketing vehicles, especially when they have the occasion to tell their stories to an interested reporter. A golden opportunity? Yes. Dangerous waters to navigate without a chart? Definitely. So, savvy execs are devoting their time and a few dollars to developing media management skills that will provide a return many times over. Effective media training for company spokespeople can be one of the wisest marketing investments around.
Learning how to leverage media interviews takes preparation and practice. Becoming an effective spokesperson isn’t magic. It may come more naturally to some, but it can be mastered by most – all it takes is a little guidance and dedication to learning the ropes. Here are a few pointers to get you started:
First, understand what makes an effective spokesperson. Make your message concrete, relevant and understandable to the average person. As one media trainer put it in speaking about avoiding jargon peculiar to the technology industry, “’Trunks’ mean luggage; ‘Network’ means ABC, CBS or NBC; ‘Migration’ is something birds do every fall and spring.” In many trades, professions and groups, buzzwords abound, but to communicate effectively you need to get beyond the bits, bytes and acronyms and convey the “so what” part of your message. Also, many companies, rather than having a tangible product to hold up for the camera, have the challenge of advancing a concept or service. If that’s your case, concentrate on communicating the end results of your concept by having a good anecdote ready.
Second, know the rules of the game. What rights do you have when you’re talking to the news media? Why does the “no comment” response damage a reporter’s perception of your organization? And, what does it really mean when a reporter asks you to speak “off the record”? Perhaps most important, understand the reporter’s motivation and news cycle.
Third, consider the interview an opportunity. Anticipate the questions you may be asked and determine the message you want to convey. The best way to prepare is to role-play and practice mock interviews. Concentrate on communicating clearly and honestly and you will have furthered your aim of generating positive recognition for your organization.
Executives Find Media Training Best Marketing Investment Strategy
In the midst of carefully scrutinized communications budgets, many executives are looking inside their organizations to make the most of the resources at hand to maintain the company’s visibility. Products still need to be launched, issues still need to be addressed, and in many instances, traditional marketing tools have been slashed from an already bare-bones budget....