| Effective Media Relations Tips - What To Do After | | | | 3. Understand What Quotes or Sound Bite Elements |
| The Media Interviews You! | | | | Were Used |
| | | | Pay particular attention to exactly which quotes were |
| You've done all the hard work - prepared a media kit, | | | | used and how effective they were at relaying your |
| engaged with a reporter and they've listened to your | | | | message. This offers a personal insight into your own |
| message and asked questions. | | | | media techniques and can identify areas that require |
| What now? | | | | further attention and training. For example: simple, direct |
| Well, effective media relations doesn't just stop once | | | | quotes are often favoured by the media. If a lot of the |
| you have been interviewed. | | | | article has been paraphrased perhaps your messages |
| There are many ways to leverage your media | | | | were too long or confusing or weren't articulated well. |
| experiences to help build your brand, reputation and | | | | By combining your understanding of the quotes used, |
| image management skills. | | | | identifying areas of weakness in the interview and |
| Here are five tips on what to do after the media has | | | | examining the workings of the media you will have a |
| interviewed you. | | | | greater understanding and chance of stronger media |
| 1. Implement a Professional Media Monitoring Service | | | | relations in future interviews. |
| How will you know what media coverage you are | | | | 4. If You Like Your Quotes Re-use Them |
| getting if you don't monitor it? | | | | Good quotes are like diamonds. They are often |
| Media monitoring collecting and evaluating all press | | | | formed under intense pressure. They are valuable, |
| featuring your company or industry. The media | | | | unique and when polished, cut and set can really make |
| however can involve print press, radio, websites, TV | | | | you shine. If you've made the diamond and had it set, |
| and even blogs and it is wise to enlist a professional | | | | why not show it off as many times as possible. |
| media monitoring service. These services use | | | | If your quotes communicate your message well, |
| keywords to search all media outlets and email | | | | re-use them again and again. Not only are they |
| summaries immediately to the company with links to | | | | effective in relaying more message but have been |
| the full articles. Often media monitors can break down | | | | approved for use by the media, that is they identify |
| searches to specific geographical areas. These | | | | with what the media views as a "good" quote. It is |
| services provide a far more precise and detailed | | | | more important to communicate your message |
| evaluation of your company's media with less chance | | | | confidently, clearly and consistently than it is to be |
| of missing something that has been published. | | | | original. |
| 2. Analyse Your Quotes | | | | 5. Never Get Angry or Trash The Media |
| After the story has been run analyse which quotes | | | | If you get interviewed but not quoted, resist the |
| the reporter has used. Often a one-hour interview may | | | | temptation of trashing the newspaper, magazine or |
| result in just one or two key quotes being selected by | | | | reporter and getting angry. Instead, analyse the quotes |
| the journalist. This offers an insight on the way the | | | | that were used by others and try to improve your |
| media operates and what journalists look for in | | | | message delivery so they could have been better |
| interviews. | | | | crafted and therefore more likely to be used. |
| The more you understand how the media works, the | | | | The quickest way to improve your knowledge in this |
| more you can customise your message to what they | | | | important and growing area is to learn more about |
| want and the greater the chance of success in your | | | | how to craft messages that even the most cynical |
| comments being used by the media. | | | | reporter will want to use. |