Be proactive to be reactive: how to make the most of media opportunities
Securing high-profile interviews is a great way to raise your profile. National television, radio and podcasts provide opportunities to reach wide audiences in response to news that’s leading the headlines.
This could be significant business news, a political or economic announcement. Responses from genuine experts add depth to news coverage, so you need to ensure journalists can find you – and you have something worthy to contribute.
These things don’t just happen though and it’s one of the reasons why we don’t like the phrase ‘reactive comms’. They take planning, appreciation of roles and clarity on messages to support swift responses at the right time.
It pays to be proactive in order to be reactive. Here’s three things to consider if you want to secure expert interview opportunities.
#1 Know the news agenda
Understanding the national news agenda and looking ahead to key dates in mainstream and sector news will help you to see these opportunities coming and can be prepared in advance.
We keep across the news in our clients’ sectors, horizon-scanning for opportunities to comment on, topics that require an expert view, or opportunities to showcase their work.
Running alongside this is an eye on the national news agenda, political and economic events, and landmark news that impacts the business community.
With foresight, whether it’s months or a day ahead, you can prepare statements or potential responses, prime clients, and ensure everyone can be prompt and responsive.
#2 Ensure experts are prepared – and available
Securing opportunities often means responding quickly. And to do so, you need to have spokespeople at the ready – ideally more than one media trained colleague who is confident about the topic at hand.
Closer to the time, we can always ensure clients are prepared with a briefing note, statement or set of key messages to ensure they are on message and can deliver confidently.
Alongside this, they also need to be available for the interview slot; this means having clear slots in the diary and an office available for the chat. Whilst our team is always on hand to look after the media liaison, the final interview comes down to you. And the media remember those who are reliable and easy to work with.
#3 Have a strong profile
It’s vital that all of this is backed up with a strong profile in the media, with engaging stories and newsworthy content, meaning your profile as an expert is justified.
A sustained PR campaign that consistently showcases your expertise and shares your news gives journalists a reason to look to you as the topic expert.
We love it when a plan comes together
All this came to fruition when we secured an interview for our client the Nuclear Institute on BBC News following the announcement that Wylfa was to be the site for the country’s first small modular reactor (SMR) nuclear power station.
President Elect Adrian Bull did a live interview via video link with the BBC’s Ben Thompson explaining what SMRs are, whey they’re a crucial part of the energy mix, and how they’ll help with energy security.
Adrian and other colleagues from the Institute had previously completed media training, led by Ben, so had the skills and knowledge to hand to tackle the opportunity with confidence and clarity.
And the media were delighted with the response and even thanked us for our support on LinkedIn – which generated hundreds of responses after the interview landed.
With genuine topic experts, a prompt response, spokespeople with availability, and a responsive team, we were able to make the most of the opportunity when it arose.
If you’d like to discuss how we can support you and your team, get in touch.
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Header photo by Sam McGhee on Unsplash.
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