The media is calling…How will you answer?

A FEWYEARS AGO, I unexpectedly received a call from a media entity asking me to be a speaker at a launch event they were having. Of course, I said yes to the opportunity after asking some relevant questions and then based on their response to my inquiries, my mind immediately started thinking of the points I would highlight.

Why didn’t I hesitate to say yes? Because when the media call, you answer and you do it with clarity and confidence.

Whether you are being invited as a speaker, or if you are managing a PR opportunity or navigating a potential crisis, knowing how to engage with journalists can shape how you and your brand/organization is portrayed. Here are a few things you should do when the media reach out:

• Clarify the media request – What exactly are they looking for? Are they asking for an interview, filming opportunities, background to a developing story?

Remember journalists tend to have tight deadlines so it’s vital to respond quickly even if it’s just to acknowledge the request.

• Ask the right questions and understand the type of response needed – Before you hang up the phone, ensure you acquire all the relevant information by asking the right questions e.g. what’s the deadline?

If they are writing a story, ascertain if it’s proactive or reactive e.g. are you being asked to comment on some breaking news regarding the business/brand, or are they following up on some information sent in a press release?

What’s the format of the story? E.g. is it print or is it an online piece? Is it a radio interview? Or is it multiple platforms?

When you understand whether it’s proactive or reactive, you can frame your response accordingly e.g.

Proactive: If the journalist is reaching out in response to a press release issued, this is your chance to share key messages or position yourself or the brand as an expert. On the other hand, reactive is when the enquiry is in response to a topical news story, where your spokesperson could respond with a comment, or it could be a crisis that directly affects your business/ brand and requires a crisis management response.Your response to reactive media will be much different to proactive media, in that, reactive media requires damage control so you will need to craft a clear concise message that addresses the situation whilst minimizing risk.

As a side note, you should embrace both proactive and reactive media relations. For clarity purposes, proactive media relations mean you should initiate contact with the media and seek opportunities as well as share information and messages about the brand/ business. This helps to build trust and reputation with the media and the public, aswell as mitigate potential negative coverage. Actions include issuing press releases, arranging interviews and creating social media content among other things, so that you can drive the narrative and tell your story. Reactive media relations involve responding to media inquiries or requests related to the company and this is often triggered by a crisis, controversy or a breaking news event that affects or involves the organization e.g. providing clarification, statements or correcting misinformation, addressing criticisms or complaints or taking responsibility for mistakes or failures.