Media Preparation Matters: Communications Experts from Alabama’s Largest Organizations Weigh In
You’ve heard us talk about the importance of media preparation and how (when done well) it drives your mission forward through a mutually beneficial relationship with reporters. While naysayers may assume media training is about spinning a story or hiding the truth, value-based organizations leverage it as a powerful tool to bridge gaps and build connections.
We polled some of the most talented communicators, strategists and problem-solvers across our state and asked them how media training drives their organizational goals.
HERE’S THEIR ADVICE
The foundation of media preparation is, well, being prepared.
Brasfield & Gorrie Communications Director Meg Burton, APR, notes, “Media training is a must for every executive. It’s important to be ready when the need arises.”
“It’s not just important, it’s essential,” follows Jeremy King, Regions Bank senior vice president, media and public relations manager. “The first priority, of course, is to know your subject matter forward and backward. And while you’re looking at it from different angles, consider the different perspectives from which the interviewer may see this topic.”
When done right, this is a continual process. Partnering with members of the media through intentional relationship-building develops into trust.
King continues, “I see interview preparation as something that doesn’t just begin when the phone rings. I believe the most effective spokespersons are those who already know the news outlets in their territory, they already know the beats and reporting styles of the journalists at those outlets, and, ideally, they already have a relationship with the news organization that’s calling. Those are the first elements to preparation that can and should take place year-round.”
“As always, developing a relationship that is based on respect is key,” follows Adam Kelley, APR, director of communications for the HudsonAlpha Institute for Biotechnology. “Knowing the reporter’s background or angle and preparing for that is essential.”
Garland Stansell, APR, Children’s of Alabama chief communications officer agrees, “They are professionals doing their jobs to help inform and educate. Media preparation can help you guide the focus of the story and to represent your organization in the best light, to educate and inform the public and to help the journalist do their job. The relationship with the media is a symbiotic partnership that should be for the common good.”
As communicators who rely on media to help amplify stories worth telling, it’s important to invest in the perpetual process of knowledge building and relationship development. If you’re unsure of where to start, simply email a journalist thanking them for a story or invite them for a cup of coffee to learn more about what they’re covering.
At the end of the day “Know your subject matter. Always be transparent. Always be truthful. Always be kind,” says Stansell.
OUR TAKEAWAY IS THIS
A little bit of preparation can go a long way in helping journalists learn about, shape or tell a story. Put yourself in a position to be their trusted source.