Pitching to the Media: Tips from Vicki Robb, APR

Seven Things A Media Spokesperson Should Be

 A key part in setting up a media relations program is selecting a spokesperson(s) to be the public face of your organisation when the media calls.  This is a very important job and most agencies, businesses or not for profits identify the CEO, Chairperson or person responsible for communications to fill this role.

Irrespective of the choice, your spokesperson(s) should:

• Know the topic you are presenting to the media.
• Be able to speak with authority about what your organization does and answer general as well as specific questions.
• Be well-groomed and dress suitably.
• Uses plain language and speak clearly and simply.
• Be continually contactable by mobile or cell phone.
• Be reasonably flexible about when and where to be interviewed.
• Be available by phone or email for any follow-up questions after the interview.

 Journalists do not expect not for profits or smaller businesses to have well trained media spokespersons, but they do expect them to be represent your organization, provide information and be able to tell a good story.   

Training in media interview skills is not really necessary unless your issue is controversial, you plan to talk to the media often or your spokespersons are not comfortable performing this important job.  If so consider investing in professional media training for your spokespersons because good media coverage is so important to the future health of your organisation.  

The Media Are Hungry For Pictures

 

A picture is worth a thousand words

Today our lives are so busy and time poor we rely on images as short cuts to help us process information and make decisions.

Media organisations have a constant appetite for images for their screens, on-line pages and portals.  Even radio station websites cry out for pictures.  That means a not for profit, business or agency that can offer compelling video or digital imagery to communicate its cause increases the likelihood of getting its story told.

Think about the imagery associated with your story before even approaching journalists  You can supply your own photos and video to the media. This can work well with local papers and other small outlets with limited staff, however it rarely satisfies larger media organizations that need broadcast or print quality imagery.  The best approach with them is to set up deliberate opportunities at your event for their news photographers and TV crews to get good pictures.

Good imagery - whether video or photographs – graphically and emotionally depicts what your organisation does.  It might show a client using a service, staff helping someone or some picture-worthy aspect of your operation.  The more emotion an image sends, the more likely the media will use it and the more likely they will report your story.   

Imagery is so important you need to think through about what you can provide and then how you could describe your imagery over the phone to a TV producer or reporter. If you plan to send imagery to a local outlet regularly it is certainly a good investment in time and money to get a commercial photographer to help you or build up your own in-house skills.

What The Royal Wedding Teaches About Events

Today Royals William and Kate get married and the world is abuzz with excitement.

There is nothing like an event to bring people together, get them talking and spread the news.

In this age of disconnected digital conversations, events continue to be a powerful communication tactics.

While most events lack the glam of the Royal wedding, or the celebrity of the Oscars, any event planned well and based on a wow idea is certain to draw attention to your organization.

So put as much thought into how to create buzz as you put into the mechanics of planning your next event.

Automation Poses PR Risk For Qantas

If you recently travelled Qantas from Sydney, you will have used the airline's automated check-in and bag drop services. 

The DIY check-in has been around a while but the self serve bag drop is new. 

Qantas seems hell bent on using automation to contain costs and remain competitive. For example it is cheaper to book a Qantas ticket online than over the phone. Hopefully all this results in better priced travel. 

Of course technology is replacing people in many industries. But is it the best strategy? The more hi-tech our world becomes, the more we crave hi-touch. As humans we want to engage with others when we travel, bank or are otherwise involved in transactions where making errors can cost us. Rightly or wrongly we think dealing with people is less risky than dealing with microchips. 

With the new automated bag drops (which are clumsy to use) aircrews may now be the only Qantas staff most people ever meet. That means the pressure is firmly on hard worked cabin staff to carry forward the company brand. 

In recent times how often have you remarked on improved service when you fly?  Probably not very often. Increasingly air travel is a frustrating experience. Airport parking fees are exorbitant, restrooms are smelly and on planes and terminals you pay high prices for everything including the coffee. 10 years on from September 11 security checks remain onerous. 

By removing people-facing staff, Qantas has embarked on a high risk strategy. How will the cumulative effect  of these changes be seen by customers? Will they be happy dealing with machines or do they prefer the friendly staff for which QANTAS has become rightly famous? The accountants might be happy but the marketers must be holding their breath.

It will be interesting to see the data on Qantas' customer satisfaction levels 12 months from now. My feeling is the new measures will be as popular as going through airport security.

In previous times Australians used to applaud the pilot when the plane landed safely.  However in less than a generation air travel has gone from an experience to a commodity.