Media interviews are essentially no different from job interviews. There’s still interview etiquette that you should abide by, such as not talking too fast, verbiage, and watching your body language. Focusing too much on interview etiquette can sometimes make you feel unnatural, so practice with mock interviews that way you feel more comfortable. Just like anything else, practicing will help you become better at telling your story to the media.
Communication is Key
It’s important to use a personable, active voice while communicating the main focus of your message. Having a unique selling point in your story is critical to communication, especially with news outlets, so they know what you bring to the table. Whenever talking about your business, you should always come from a place of authenticity, but remember to include any and all the details. Create genuine connections with the new outlets you’re reaching out to because remember at the end of the day, you are selling to people. With effective communication, you can create connections that you never knew were possible.
Longevity of PR
PR is typically done by a trustworthy third party, such as a newspaper or radio, that shares your story. Since those outlets are more trustworthy in the eyes of the consumer, you will generate more organic traffic. 25-40% of lead generation comes from earned media. PR is considered earned media, so you may not pay for PR messages, but you may decide to have a public relations agency do the work for you. However, a PR campaign will have a longer-lasting, positive effect on your brand than an ad campaign. Articles written by news outlets will show up for your brand, via search engines, for a long time and they are viewed as a more credible source.
Before your first PR coverage, it is so important to make sure everything of your brand is up to date, that includes your social media, website, and press kit. Since there won’t be any third-party articles about your business yet, those will be viewed as your credibility. An easy way to keep these up to date is, updating as new things come along, whether your follower count increases or you have a new company partner. Don’t wait until right before because you could potentially forget something big which could taint your credibility and your brand.
Now that you got down the PR basics, go out and tell your unique story!