Whether you’re new to media relations or looking to brush up on best practices, we’re here to help! Here are recommended tactics for communicating with external audiences.
Spreading Your Message
Knowing when and how to speak to the media to spread your company message is a crucial skill for any business owner or public relations professional. It's important to carefully consider the timing and content of your message, as well as the potential risks and benefits of speaking to the media. By identifying the right opportunities and using the right approach, you can effectively leverage the media to reach your target audience and promote your brand.
Speak to the media when you:
• Have a positive contribution to make or specific expertise to offer
• Feel like your viewpoint is not getting (won’t get) expressed
• Need to move public opinion
• Need to set the record straight
Don’t speak to the media if you:
• Are uncertain or have nothing to add
• May look like you are airing a grudge or engaged in a turf war
• Could trigger legal problems for the enterprise
• Feel as though an ally could put a far
The Message – What to Avoid
• Using jargon and technical terms. Speak as plainly as possible
• Repeating negative language
• Speculating
• Arguing with the reporter
• Filling silences with words
• Allowing your wardrobe or accessories to overshadow your message
• Gesturing with your hands outside the frame
• Overwhelming with too many stats or numbers
• Speaking in a flat, monotone voice
• Appearing nervous (shallow breathing, shaky voice, etc.)
• Closed-off body language (crossed arms, stooped shoulders, etc.)
If You Remember Nothing Else…
• Know your audience and address them accordingly
• Keep your message short and simple
• Tie your message to a story and use analogies
• Speak in short soundbites. Be “quotable and memorable”
• Your audience wants to know the “so what?”
• Is the message “news you can use?”
• Treat this as a conversation between two people
• Be yourself, be honest and enjoy telling your story
Acing the Interview
A successful interview requires more than just being well-prepared with key talking points. It also involves understanding how to build rapport, maintain a confident demeanor, and handle difficult questions. With the right techniques, you can ensure that your company is perceived positively and that your message is accurately conveyed to your intended audience.
Always remember to…
• Maintain an impartial and objective tone and demeanor
• Remember your audience and why you are there
• Be brief and be truthful
• Saying “I don’t know” is better than being wrong
• Avoid saying, “No comment” or “I will neither confirm nor deny”
• Limit your answers to the topic you are meant to discuss
• Don’t worry about the question, just stay on message
• Be succinct and concrete in your answers
• Don’t be afraid of silences and awkward pauses
• You control the interview because you control the message
Always bridge to your message!
Interview Communication Techniques
Bridging
• “I can’t speak to that, but what I can tell you is…”
• “Historically that was the case, but today…”
• “Before we get off that subject, let me point out…”
• “That’s right, but let me put things in perspective…”
Flagging
• “The most important thing for people to know is…”
• “Here is what’s important…”
• “The main point is…”
• “What I really want to make clear is…”
Have questions? We’re happy to help! Contact us at atcmarketing@aarp.org.