For public relations professionals, media encounters can be either rewarding or traumatizing. In a recent oral communication center workshop, communication professor Luke Capizzo sharpened a skill that every PR professional must master to earn his or her spot on the A block: interacting with the media.
Share news values
One of the ways public relations differs from advertising is through the idea of earned media. Instead of controlling the message on a paid advertisement space, journalists pick stories that provide value to the audience. To appeal to the media, Capizzo advised including some newsworthy elements in the topic.
Know your audience
Public relations professionals not only write for the press, but also for the end user. By determining the target audience, PR professionals can focus on the most successful platform to reach the desired group. Communicating to the right audience is key to engaging the public and building relationships industry influencers. Capizzo noted three popular media platforms professionals may interact with.
- Digital Media
Prepare for the interview
Interviews can be a useful method for sharing news on an organization’s or individual’s accomplishments, updates and upcoming projects. When executed improperly, interviews can devastate the reputation of an entire industry or movement. Capizzo gave the example of Keely Mullen, Million Student March national coordinator. Instead of advocating for debt forgiveness and free tuition, the college student came off as unprepared and vulnerable for her live interview on Fox Business. Capizzo suggested a few elements Keely could have included for greater credibility.
- A polished and professional appearance
- Supporting facts and figures
- A surprising anecdote
To expand your communication expertise and learn more ways to interact with the media, visit the oral communication center’s website or email firstname.lastname@example.org
Post by: Claire Ramirez