Great media coverage is planned. It means you need to get your message right, identify your audience and decide what you want from the coverage. Winging it might get you a good result. Planning increasing the odds of getting the result you want.
Over the last few weeks, Media-Wize has conducted several media training workshops with clients. And while those clients have learned a lot about becoming better spokespeople and understanding how the media works, one of the big lessons is that many great companies are unaware of how many great stories they have to tell.
Organisations plan for all types of risks from the loss of customer data to fires through to natural disasters. In some cases, those disasters are predictable – you can be prepared for bushfire or cyclone seasons. But other incidents such as industrial accidents or data breaches are less predictable.
There’s a famous line in the movie Jerry Maguire that you’ll recognise. Renée Zellweger’s character says to Tom Cruise’s character: “You had me at hello.” But the reality is a long way from that when it comes to getting a journalist’s attention.
As a journo, let me tell you what we hate.
In his part manifesto-part autobiography titled On Writing, Stephen King said that not everyone can be a brilliant writer. But with effort, everyone could be a very good writer. The same goes with being a reliable performer in front of a camera or microphone. Being a great media spokesperson may come naturally to some, but anyone can do do a good job in an interview – with the right training and preparation.<!–more–>
Media-Wize CEO and co-founder Anthony Caruana recently penned a story for BandT on this topic.
You can read the fill article here.
Kathryn Van Kuyk is an award-winning senior public relations consultant currently account managing the Dynatrace, Fluent Commerce, Affix and Vonage accounts for BENCH PR.
She is also the co-founder of Media-Wize, an agnostic media training agency helping founders and fast growth companies tell their stories.
Anthony Caruana is a Freelance Writer, Presenter & Consultant, who contributes to a variety of publications, including Finder AU, Lifehacker Australia, CSO Australia and more.
1) To kick things off, could you tell us a little about your background and career?
My career has been quite diverse. I did my undergrad degree in biochemistry and cellular biology straight from high school. I then did a teaching degree and worked as a high school teacher for a few years before moving into vocational training.