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Media Matters: Why talking to reporters makes good business sense

Written by: Aileen Pincus

Article Overview: These days, business requires sophisticated communication with clients and customers. Few business executives would quarrel with the notion that promoting your business is a smart idea, but too few understand the value in a free communication tool that is often much more powerful: the news media.

Media Matters: Why talking to reporters makes good business sense

When you’re quoted as a leading authority about an idea, a trend, a product or service, your knowledge is on display. That speaks powerfully about your reputation as much if not more so than any paid promotional pitch. It also opens up new avenues of reaching your target audiences. Reaching your target audiences through the news media requires a different strategy than communicating with them directly. It means understanding what reporters need in order to tell a story, and understanding how you can meet that need. Here are some tips to help you on your way:

1.) Let them know you’re around
You needn’t have an expensive media plan to get going as an expert source. Call business reporters and introduce yourself with a few specific suggestions on stories or angles you are qualified to offer expert opinion on. Read or hear something you disagree with? Track down the reporter and suggest a follow-up story from a different angle, or offer information.
2.) Learn how to be quotable
Interacting with the media successfully means understanding how stories are told. You’re not being interviewed to tell everything you know, but to offer your perspective on what you know. Decide what you have to offer and speak about it succinctly and memorably.
3.) React quickly
News, by definition, moves quickly. If you’re going to interact with the media, you’ll have to learn to keep up with ever-changing news cycles.
4.) Stick to what you know
Resist the temptation, even when prodded, to speculate or comment on rumor. Being an expert source doesn’t require you to be an expert on everything.
Remember, with a bit of preparation, you can join the list of reliable sources for news outlets of all kinds.

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Article Tags: media interview training, media relations training, media training, media training tips



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