Media survival tactics in an economic downturn
Media survival tactics in an economic downturn
But even though you might instinctively prefer to stay out of the limelight there are valid reasons for speaking out.
• By speaking out you can influence events – especially if you do so as a group. In Thailand prominent hoteliers said they had had a disastrous fall in bookings due to political problems and the politicians attempted to remedy the situation.
• You don’t want to spoil your relationships with the media. They helped you when you wanted coverage of your good news, they may expect your support when they need comment on an issue.
• You want to raise your profile and it is an easy way to do it.
There are dangers however.
• People love a winner and are attracted by success. By drawing attention to your troubles you may be seen as a loser.
• Your small problem may be blown up by the journalist. The media is part of the entertainment industry and bad news makes a better story.
• Your competitors may use the information you give against you.
If on balance you decide you don’t want to talk to the media, you should give the journalist a reason why you are declining, don’t just brush them off.
If you do go ahead with the interview you should follow some simple guidelines.
• Don’t speak off the cuff. Even if the journalist says it is urgent, ask them to call you back. This will give you time to prepare.
• Think from the media’s point of view. They want a comment that is easy to understand and to the point, ideally with supporting numbers and a people angle. Prepare an answer that meets some, or all of these requirements.
• Consider carefully how your comments will be received by different parties such as your staff, investors, regulators, suppliers, customers or competitors.
• Practice beforehand.
In every industry, there are individuals who have used their media savvy to help their business to prosper. Equally there are others whose career has been ruined by a careless comment to a journalist.
In today’s difficult business climate there are many opportunities to have your voice heard and build good relationships with the media. With skill and experience you may turn this to your advantage.
Media survival tactics in an economic downturn - To learn more about this author, visit Bronwen Evans's Website.
Like this article? Share it with your friends
In the business world we must listen to our survival instincts. A finely tuned sense of danger helps us avoid pitfalls, while a nose for opportunity enables us to prosper. In this climate the natural instinct is to take flight when confronted by an inquisitive journalist.
But even though you might instinctively prefer to stay out of the limelight there are valid reasons for speaking out.
• By speaking out you can influence events – especially if you do so as a group. In Thailand prominent hoteliers said they had had a disastrous fall in bookings due to political problems and the politicians attempted to remedy the situation.
• You don’t want to spoil your relationships with the media. They helped you when you wanted coverage of your good news, they may expect your support when they need comment on an issue.
• You want to raise your profile and it is an easy way to do it.
There are dangers however.
• People love a winner and are attracted by success. By drawing attention to your troubles you may be seen as a loser.
• Your small problem may be blown up by the journalist. The media is part of the entertainment industry and bad news makes a better story.
• Your competitors may use the information you give against you.
If on balance you decide you don’t want to talk to the media, you should give the journalist a reason why you are declining, don’t just brush them off.
If you do go ahead with the interview you should follow some simple guidelines.
• Don’t speak off the cuff. Even if the journalist says it is urgent, ask them to call you back. This will give you time to prepare.
• Think from the media’s point of view. They want a comment that is easy to understand and to the point, ideally with supporting numbers and a people angle. Prepare an answer that meets some, or all of these requirements.
• Consider carefully how your comments will be received by different parties such as your staff, investors, regulators, suppliers, customers or competitors.
• Practice beforehand.
In every industry, there are individuals who have used their media savvy to help their business to prosper. Equally there are others whose career has been ruined by a careless comment to a journalist.
In today’s difficult business climate there are many opportunities to have your voice heard and build good relationships with the media. With skill and experience you may turn this to your advantage.
Media survival tactics in an economic downturn - To learn more about this author, visit Bronwen Evans's Website.
Like this article? Share it with your friends
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 Bronwen Evans (Visit Bronwen's Website) Bronwen Evans is a senior public relations practitioner based in Bangkok with more than 20 years experience in public relations and journalism. She is the President of the Bangkok Chapter of the International Association of Business Communicators. You can see more of her articles at www.faasai.com
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