You’ve created an appealing release about your original glow-in-the-dark red bucket and submitted it to a variety of relevant media outlets. Now you need to be prepared for speaking directly to the media.
Although this is the last part of our three part press release for search engine optimization series, this isn’t the last item on your list. It’s imperative you prepare your statements to the media before you send it out. You may receive phone calls, emails and in-person interviews in front of a video camera. You must be prepared!
Below is a summary of things you can do to prepare for working with the media and how to help you put your best foot forward. Professionals, such as BigforkWEB, are available to help you through this process or to even be your official company spokesperson.
- Talking Points: Write out brief talking points related to your red bucket press release. The process of writing these down first will help you remember the key elements of what you want the media to focus on during your interview. Summarize the who, what, where, when, why, and how questions. Focus on your objective in the news release and stick with the same objective in your talking points.
- Question & Answer: Ask someone to pretend to be the reporter asking you questions about your red bucket. Writing a “Q & A” can help you with this process too. Occasionally members of the media will even let you give them a list of questions or a “FAQ” sheet to help them ask intelligent questions. They may not know your industry so assisting the media so they also look good by asking relevant questions can be mutually beneficial. Sometimes it’s appropriate to ask the media if they are willing to give you the questions ahead of time so you are prepared.
- Prepare & Practice: As they say with anything, “Practice makes perfect.” Practice in front of the mirror, in front of co-workers, in front of your pet (my personal favorite of all audiences… my dog!). Imagine the interview going smoothly.
- An Opportunity to Build a Relationship: This is an occasion to start or build upon your relationships with the media. The more they feel comfortable with you and your expertise, the more often they are willing to work with you. You may even receive a request to be a resource for them if they know you to be factual and trustworthy. Remember, it is their reputation at stake too.
When your interesting press release is sent, you’ll be ready. Now when you receive a media inquiry, you’ll have the tools to respond quickly. Remember, the press is all about timing. If you do not respond immediately, you may have missed your opportunity. Be prepared ahead of time and you’ll be prepared to effectively follow-up with the media.
It’s also important to keep tabs on where it’s going and who is responding to it. This can be accomplished several ways:
- Through media contacting you directly
- Monitoring the various outlets you sent your release to see if an article was written or if it was mentioned anywhere (friends and family are excellent resources to help you!)
- Following up with the media
- Searching the Web for your keywords used in your press release
If your press release is picked up in the blogosphere, you can monitor what is being said and respond to people’s questions or comments. Blogs are an excellent means of following how your product is viewed by the general public or by people who are specialists in your industry.
Press releases and the world of public relations is an art form. It is a good strategy for an integrated marketing plan and a way to help you with search engine optimization (SEO). A press release must be well-written, sent to the appropriate media and it’s essential to prepare for inquiries from the press. If done correctly, it’s an excellent way to receive positive attention from many different outlets for your product or service. At BigforkWEB, our talented team is available to help you create and execute all aspects entailed with a press release from inception to monitoring and follow-up. From third party coverage to helping you with SEO, a well-written press release gives you great value.