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Last updated on 2024年10月8日

What are some effective ways to train your team to work with the media?

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Working with the media can be challenging, rewarding, and crucial for your public relations strategy. But how do you ensure that your team is prepared, confident, and effective when communicating with journalists, influencers, and audiences? Here are some effective ways to train your team to work with the media.

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Viktoriia Honcharenko

Public Relations and Communications Expert | Communication consultant | Public Affairs | Transforming Brands through…
Mohammad Zaid

Business Analyst | MBA | Digital Health | Mobile Apps | Proposal Writing | MySQL | PowerBI | Tableau | Public Speaking…
Mabango Timothy, CAPM

|||Jesus First |||| Vision is to help Founders and CEOs turn around AILING institutions by PRAGMATIC POLICY strategy|…

1 Identify your goals and messages

Before you reach out to the media, you need to have a clear idea of what you want to achieve and what you want to say. Train your team to identify the goals and messages for each media opportunity, such as raising awareness, promoting a product, or addressing a crisis. Your goals and messages should be SMART: specific, measurable, achievable, relevant, and time-bound. They should also be consistent with your brand identity, values, and tone of voice.

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Mohammad Zaid

Business Analyst | MBA | Digital Health | Mobile Apps | Proposal Writing | MySQL | PowerBI | Tableau | Public Speaking | CSR Projects Writing | Hispanohablante
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Some effective ways to train your team to work with the media are: 1. Lights, Camera, Action: Kick off with dynamic media training workshops. 2. Role-Play Galore: Dive into simulated interviews for hands-on practice. 3. Learn from the Masters: Analyze real case studies for insights. 4. Spotlight Moments: Conduct mock interviews to refine skills. 5. Crisis Mode Engage: Prep for media storms with crisis communication drills. 6. Eyes on the News: Monitor media coverage for valuable feedback. 7. Keep the Creative Juices Flowing: Encourage ongoing learning and adaptation.

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Mabango Timothy, CAPM

|||Jesus First |||| Vision is to help Founders and CEOs turn around AILING institutions by PRAGMATIC POLICY strategy| Org Development| Policy Design, Research, STRATEGIC PLANNING | MENTORSHIP | TRANSFORMATION Coach
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Why you need to work well with media! The discourse on media is unique yet controversial. Effective PR almost always requires attention of the media for wider outreach. To train a PR team to engage the media in the most sound way (to avoid negative publicity), identify objectives, which could be bettering your team's communication with media. Also, align your objectives with brand objective and value.

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Delphine Margot

?? Sparring partner pour dirigeants & responsables communication | Coach en prise parole | Media Trainer
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Il faut déjà être bien s?r des messages que l'on veut porter, et être au fait de l'audience du média pour s'assurer que le message fera mouche !

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2 Research and target the right media outlets

Not all media outlets are created equal. Some may be more relevant, influential, or credible for your target audience and industry. Train your team to research and target the right media outlets for each media opportunity, based on factors such as their audience size, demographics, interests, preferences, and media consumption habits. Your team should also familiarize themselves with the outlet's style, format, tone, and editorial guidelines, as well as the specific journalists or influencers who cover your niche or topic.

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Delphine Margot

?? Sparring partner pour dirigeants & responsables communication | Coach en prise parole | Media Trainer
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Il ne s'agit pas d'arroser la terre entière. Si votre cible business suit un ou deux media niches uniquement, alors, visez ces deux-là ! Tout est une question de pertinence.

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3 Craft compelling pitches and press releases

Once you have identified your goals, messages, and media outlets, you need to craft compelling pitches and press releases that will catch the attention of the media and persuade them to cover your story. Train your team to write pitches and press releases that are concise, clear, and catchy, using the inverted pyramid structure, the 5 Ws (who, what, when, where, why), and a strong hook or headline. Your team should also tailor their pitches and press releases to the specific media outlet and journalist or influencer, highlighting the relevance, value, and uniqueness of your story.

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4 Prepare and practice for interviews

One of the most common and important media opportunities is an interview, whether it is live, recorded, or written. Train your team to prepare and practice for interviews, using techniques such as anticipating questions, developing key messages and talking points, using bridging and flagging strategies, avoiding jargon and acronyms, and using positive body language and voice. Your team should also practice their interview skills with mock interviews, feedback sessions, and role-plays, using different scenarios, formats, and channels.

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Delphine Margot

?? Sparring partner pour dirigeants & responsables communication | Coach en prise parole | Media Trainer
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Il n'y a rien de pire qu'un porte-parole mal préparé ! L'expérience sera terrible des deux c?tés de la barrière : pour le journaliste, qui va s?rement être frustré, pour le porte-parole lui-même qui ne se sentira pas en maitrise de sa prestation et pour l'entreprise, qui aura ruiné une occasion de prise de parole et visibilité. Une prise de parole dans la presse se prépare, à l'écrit ET à l'oral. Oui, il faut bien connaitre ses messages, ses chiffres, avoir des exemples, mais il s'agit aussi de s'entrainer avec un professionnel car le moment venu, il est pas si simple d'exprimer oralement, et avec un peu de stress, ce qu'on a lu.

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5 Monitor and evaluate your media coverage

After you have secured and delivered your media opportunity, you need to monitor and evaluate your media coverage to assess its impact and effectiveness. Train your team to use tools and metrics such as media mentions, reach, impressions, sentiment, engagement, conversions, and ROI to measure your media coverage. Your team should also analyze your media coverage to identify strengths, weaknesses, opportunities, and threats, and use the insights to improve your future media relations.

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Viktoriia Honcharenko

Public Relations and Communications Expert | Communication consultant | Public Affairs | Transforming Brands through Creative Storytelling, Media Outreach and AI
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You can also assign a value to each mention to quantify its importance. For instance, a mention of the company or founder earns 1 point, highlighting the key message scores 2 points, an entire article focused on the company or interview receives 5 points. Following this evaluation, it's important to reflect on the resources invested to achieve this mention. Consider the cost implications or the number of work hours dedicated. Additionally, assess the impact of this mention on business performance, helping to understand its overall value to your strategy.

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6 Build and maintain relationships with the media

Working with the media is not a one-time event. It is an ongoing process that requires building and maintaining relationships with the media. Train your team to follow up with the media after each media opportunity, thanking them for their time and interest, providing additional information or resources, and inviting them to future events or stories. Your team should also keep in touch with the media regularly, offering them exclusive or timely news, tips, or insights, and engaging with them on social media or other platforms.

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Viktoriia Honcharenko

Public Relations and Communications Expert | Communication consultant | Public Affairs | Transforming Brands through Creative Storytelling, Media Outreach and AI
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Collaboration is key in our interactions. Your objective is to establish yourself as a valuable source for journalists. By providing timely and helpful comments today, you lay the groundwork for a mutually beneficial relationship. In turn, this increases the likelihood that your pitches—and potentially the content you propose—will be featured in their publications tomorrow.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mabango Timothy, CAPM

|||Jesus First |||| Vision is to help Founders and CEOs turn around AILING institutions by PRAGMATIC POLICY strategy| Org Development| Policy Design, Research, STRATEGIC PLANNING | MENTORSHIP | TRANSFORMATION Coach
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Here's why media people are your friends to keep! The media carries vast potent in public sensation. The media is both a carrier and framer of public sentiment, which is a major parameter in PR. Have a good rapport with media, and your PR will be a success.

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What are some effective ways to train your team to work with the media?

1

2

3

4

5

6

7

1 Identify your goals and messages

2 Research and target the right media outlets

3 Craft compelling pitches and press releases

4 Prepare and practice for interviews

5 Monitor and evaluate your media coverage

6 Build and maintain relationships with the media

7 Here’s what else to consider

Public Relations

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What are some effective ways to train your team to work with the media?

1

2

3

4

5

6

7

1 Identify your goals and messages

2 Research and target the right media outlets

3 Craft compelling pitches and press releases

4 Prepare and practice for interviews

5 Monitor and evaluate your media coverage

6 Build and maintain relationships with the media

7 Here’s what else to consider

Public Relations

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