How you can make the most of media coverage

Media coverage may not change who you are, but it can certainly change who people think you are. Whether you’ve won an award and have suddenly been deemed an expert, or you’ve received negative coverage and are scrambling to grasp the shattered pieces of your reputation, publicity can make or break individual and corporate business prospects by swaying public opinion.

So how can you make the most of media coverage? Here are a few pieces of advice I’ve picked up along the way:

1.     Build positive relationships with the media

Journalists are almost always on deadline, most of the time with a handful of stories in the works. Try to make their job easier – they will appreciate it and can produce coverage favourable to your cause. If you’re reacting to the media, you can’t control the message as the journalist already has an angle, which makes it all the more important to build relationships proactively in case you hit a bump in the road. Before reaching out to instigate a relationship, read some of their recent articles, as having familiar conversation topics can go a long way in working to secure positive media outcomes.

2.     Learn how to tell your story

There isn’t a single person on the planet who hasn’t resonated with a good story. Consumers are increasingly valuing stories behind organisations and their service offerings, so effectively communicating key messages through storytelling has become a determining factor in reaching target audiences. If you’re struggling with pulling a story together, a good rule of thumb is to hit the heart or hip pocket – stories that pull on emotional or financial strings are always of interest. When pitching stories to journalists, remember they love brevity – keep it sharp, simple and sticky.

3.     Prepare, prepare, prepare!

Journalists, like most service providers, are striving to produce the best product they can. They are always on the lookout for good talent to increase the value of their work. If you excel in a media appearance, journalists are likely to come back to you again and again, which will build your reputation over time. To achieve this, preparation is everything. Make sure you know your story well, prepare for each interview with specific questions, are available when the media may contact you and ensure your key messaging is consistently upheld across all platforms and internal stakeholders. When you’re not preparing for a specific media conversation, be sure to stay up to speed with current consumer and industry news. Having an in-depth understanding of the platforms you could be featured on will help you get the most out of media engagements in the future.

If you’d like to build your profile through establishing positive media relationships, contact the Elevate team today.