Securing interviews for clients is every PR’s goal, especially when it’s with key media outlets. It gives an opportunity to showcase the business and spokespeople as thought leaders, increase brand loyalty, drive sales and mitigate crises.
Yet being a CEO (or other senior figure) doesn’t necessarily make an interesting story and with the number of PRs vying for press attention, here’s how we help to make our clients stand out.
Picking the outlet
Firstly, we consider how appropriate your story is to what audience. A spokesperson with relevance to the reader is an easier sell because it provides a narrative that they’ll want to here. For example, there’s no point pitching a feature about business standards to Elle magazine – it just won’t fly, no matter how good it is.
We also think beyond your key messages and consider how this fits into a larger story. A new product/service pitch is far more difficult than talking to a journalist about how it’s already part of a new trend.
The personal touch
Personality is ranked just as important as industry knowledge and business acumen in the eyes of the media, so we take what makes a person compelling and transform this into pitches. CEOs are human beings after all and journalists seek out personal angles and those little quirky details that bring a story to life.
Journalists love spokespeople who have the courage to challenge convention. Having a big name or being part of a trend is suitable for some, yet the press like to seek out people who aren’t afraid to go against the herd.
Are you prepped?
Securing the media interview doesn’t mean our work is done. Spokespeople who aren’t media trained risk hurting the brand as it can result in a poor delivery that doesn’t answer the reporter’s questions, forgets to include key messages or even bashes the competition. Effective media training enables you to control the interview, regardless of what’s thrown your way.
Get in touch today to find out how The Write Angle can help to amplify your brand. Call 01772 450990 or email us on firstname.lastname@example.org.
June 7, 2017 - This article was written by Jenny Woolley