Talk to the Press - tips to boost your media skills

Media coverage is like free advertising - and everyone wants a piece of the pie. Engaging the services of a PR company can help get your company announcement in front of the right journalists, but you will still need someone to be the face of your company. Every senior manager and executive knows that good media training is vital to getting your message out there.


Keep in mind that journalists are doing a job - they have deadlines to meet and word counts to adhere to. Knowing how to talk to the press can help improve your chances of receiving favourable media coverage - here are some of the basics:


Know your message - have a few key talking points in mind and stick with them as much as you can during the interview. Have the facts and research prepared to back up these points and come up with a few anecdotes and have some examples ready to illustrate your points. Practice delivering your messages beforehand so you weed out awkward phrases and prevent yourself from stumbling through your key points.


Do some research - it pays to know who your audience is and which media outlet your reporter is coming from. If you're giving an interview for a lifestyle publication, you'll want to keep your message simple and relate it to a generic audience. Meanwhile, you can be much more technical with your descriptions and explanations if you're speaking to niche media that has a strong foundation on the research you've done and know about the relevant issues.


Understand what journalists are looking for - be prompt about returning phone calls and emails, find out more about the story and adjust your key messages to fit. Are they looking for a sound bite or a full interview? Journalists are quite busy - and with the demands of online journalism, deadlines are much tighter and turnaround is expected to be quicker than ever. By cooperating and working within these parameters, you'll be more likely to receive favourable coverage that addresses the key message you're looking to deliver.


Today, with the growing popularity of social media, audiences are looking for a human face behind the message. It's more important than ever for executives and managers to be seen as experts in their fields and to engage with their audiences in both online and traditional media. Just as you would perfect your sales technique to deliver the perfect pitch to an investor, knowing how to talk to the press will ensure your key messages are clear and powerful - it's really just another sale.