ShareWhat to do when CNN calls
As a publicist, an account exec, a media specialist or even a senior PR manager, your No. 1 goal when working with a client often is to generate publicity. Even more specifically, a smart professional’s goal is to generate the “right” publicity – those media opportunities that best fit the client’s target audience, relevant niche markets and outreach objectives – with media that make the most sense for each individual client. And while you should never guarantee publicity, you should promise clients that you will think and work creatively to find those distinctive angles and placements that really click.
In other words, it doesn’t always make sense to pitch to Ellen. But when it does – and better yet, when she or CNN or Thompson Reuters or Fox News calls with an interest in your client – you’d better be ready.
Remember Who You Are (And Who You’re Working For)
That first call from CNN is an exciting one, but a rookie mistake is to get too starstruck. Keep your focus on the client to facilitate the best opportunity for them.
What is the client’s overall objective? What’s their key message to get across – and how can that be accomplished in this opportunity?
It’s All in the Details
Whether it’s sending additional bio information and a client’s logo in the correct format before an interview or planning a last-minute guest appearance on MSNBC’s Countdown with Keith Olbermann, excellent media relations is all about the particulars – getting the right information to the client, the media contact and any other concerned parties at the right time.
What does the media outlet need to conduct the interview – talking points, background information, press releases? Is there anything the interviewer needs to know that he or she isn’t asking about? What can you do to make the experience easy and successful for all?
Use What They’ve Got
Larger outlets mean more capabilities – which means more opportunities for the client. Inquire about additional assets and services that are relevant to clients and could be included – after all, the worst they can tell us is no!
Can the outlet include contact or other information on screen during the interview? If applicable, can they send the client a car or conduct a remote interview? What resources could best help get the client’s message across? Does the media outlet have an online presence or a print or broadcast partner with which information could be shared?
Like a Boy Scout, Be Prepared
After scoring the big interview and squaring away the details, it’s hard not to start celebrating. However, the pre-interview work isn’t complete until the client is prepared and confident.
Is the client a poised pro or a nervous newbie? How can you best help the client feel positive, assured and well-informed? Does the client need tips, talking points or full-out training?
Remember Your Manners – Say Thanks
Following up with the media outlet is the final – and an important – step in the interview process. A simple “thank you” fosters relationships.
Will this contact create opportunities in the future? What tangibles (audio/video clips, online articles, etc.) can the client take away from the interview? What are possible next or future steps?
Celebrate Good Times
Now’s the time to celebrate! After a great hit, give yourselves a pat on the back, send out an office-wide e-mail, maybe even do a little dance and cheer (as long as the media contact isn’t still on the phone!). There’s no reason not to be happy when a nationally syndicated program takes an interest in a client. Just make sure not to let the celebration interfere with crossing all the i’s and dotting all the t’s!
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