PR experts are attuned to the momentum of the media. We understand that in order to present a compelling package to any journalist - a story that gets them interested, it takes research and requires having all the tools, especially a messaging document and “quotes on demand” – ready to deploy at a moment’s notice.
That’s why our favorite clients are the ones who work with us to create their tools, organize their toolbox, and – when we call to let them know we have access to a news story – they respond immediately with everything needed to get their company in front of the journalist’s eyes.
In every sector are thousands of natural competitors for big media space - and, thanks to self-proclaimed newbie experts (self-defined “influencers”), it’s noisier than it has ever been. Everyone is a guru, and each wants a piece of the pie. That’s why structure and responsiveness can get you more than your 15-minutes of fame; they can catapult you into the news and position you as an expert who will be contacted whenever your newly acquired media friends are exploring issues that reflect your expertise.
What tools do you need to be the one (or two) interviewed?
As the media explores new topics - or even old topics that are revisited every so often - they need experts. If you can be that expert or provide that expert within your own business sector, you will be doing journalists a tremendous favor. Therefore, it is important to have the following in your toolbox:
- A list of quotes that have been approved on various topics, trends, and predictions by the most impressive experts within your organization. Be sure that all are available and media-trained in case the media wants to follow up with an interview.
- Other experts with specific backgrounds from within your organization who may not necessarily be members of the management team.
- Identifiable experts from beyond your organizations - this can fall into the category of users of your product or services, experts from businesses that are complementary or cross promotional to your company, or endorsers of your technology.
If you are working with a PR agency, make sure that they have full access to all your experts.
Most importantly, if you are alerted to an opportunity requiring your domain of expertise, be responsive. Know that in our business, the first responder is frequently the one who will be covered. We are on constant vigilance for media leads. With all the tools we need, we can respond for our clients with alacrity, facilitating a placement or interview.