Issue link: https://digital.nexsitepublishing.com/i/1479050
BY STEPHANIE GIRALMO PR & MEDIA MANAGER MBAKS A large part of public relations revolves around media outreach (proactive) and media inquiries (reactive), which often include interviews with the media. Media interviews are an essential tool for furthering consumers' knowledge of your brand, which is referred to in marketing as "brand awareness." Gaining coverage from a media entity directly impacts the number of people who see or learn about your product/business, therefore increasing brand awareness. How to Set Up a Media Inquiry Process • STEP 1: ESTABLISH WHO WILL BE YOUR COMMUNICATIONS LEAD. The communications lead plays a crucial role throughout the interview process, acting as the point of contact for any reporters reaching out and working with you to prepare for the interview. • STEP 2: FLAG ALL MEDIA INQUIRIES AND SEND THEM TO THE COMMUNICATIONS LEAD. This is an important step; you never want Preparing for a Media Interview Get more PR and marketing tips at mbaks.com/webinars Public relations is an essential component of any company's promotional strategy. Pre-Interview Preparation The communications lead should communicate with the reporter prior to the interview and ask the following questions: • What specific topics will be discussed? • What questions will be asked? • Who else will be interviewed? • When will the story run or air? Receiving information upfront helps you and the communications lead better prepare for the interview. Additionally, it's valuable to: • DETERMINE YOUR KEY MESSAGING. What would you like to convey during this interview? What are some specific points that you think are important for the audience to know? • HAVE DATA READY. You should always have data with sources to back up any claims you make during the interview. • IDENTIFY YOUR AUDIENCE. It's important to tailor your key messaging to the audience that will be consuming the story. In the upcoming winter issue of Master Builder, we will go over tips that will help during the interview. to speak with the media without connecting with your communications lead first. They are trained to help you with these situations and often serve as a safeguard for your brand. • STEP 3: DETERMINE WHETHER THIS OPPORTUNITY IS WORTH PURSUING. It's okay to say "no" to media opportunities. If you don't feel like you can answer the questions truthfully (with data to support your statement), or if you don't find the opportunity would serve your business well, you can always politely decline. Gaining coverage from a media entity directly impacts the number of people who see or learn about your product/business, therefore increasing brand awareness. 52 master BUILDER | FALL 2022 MEMBERSHIP VALUE