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Maximizing Media Coverage:Media Training for Executives
Amanda LeePublic Relations ManagerTech Data Corporation
Agenda
• Company Overview
• Executive Media Training
• Origination and Maximization of Press Opportunities
• Important Elements for Media Interview Preparation
• 10 Commandments of PR
Tech Data Corporation
Quick Facts
• Headquartered in Clearwater, FL
• Sells over 150,000 IT products
• Employs more than 9,000 individuals worldwide
• Generated $26.8 billion in net sales in FY14
• Ranked No. 111 on the Fortune 500®
• Named one of Fortune’s “World’s Most Admired Companies”
Start with the basics• Difference between earned
media and paid media• Value and role of Public
Relations
Is It Newsworthy?
News released must be
• Fresh
• Unique
• Relevant
• Position your company as the industry leader
Does PR Stand For Press Release?
Set Company PR Goals:
• Create, maintain, and protect the organization’s reputation
• Enhance its prestige
• Build trust in the marketplace
• Present a favorable image
• Change behaviors
Does PR Stand For Press Release? PR = Public Relations
NO!
PROACTIVE vs. REACTIVE
Getting in front of the news and positioning it yourself is the best approach!
• Work with the appropriate executive team member to determine the best response to issues you do not wish to discuss.
• There is no room for “No Comment”
Building RelationshipsMaintain relationships with editorial and reporter contacts to communicate company developments and obtain coverage in print and online.
October 7 – October 11, 2013
Stay current on what’s being said about your company and share news
with employees/executives every week
STEP 1
Communicate the PR Process
Stakeholder or PR gets an idea
PR vets idea and obtains important information from Subject Matter
Expert
PR sets up meeting with
stakeholder to discuss pitch
PR provides communications
plan
Press Release
Social Media Outreach
Media Outreach
Media Interview Planning
STEP 2 STEP 3 STEP 4
Considerations:
Press release approvals can take up to 10 business days when
gaining approval from an outside vendor.
When uploading a press release on Globe Newswire, it will cost the company $396 per upload.
• Provides necessary information to draft a press release.
• Must be filled out by the SME within the business unit seeking press.
With every press release, seek to include a quote from a partner who will advocate and add value to the
release and promote the story.
Press ReleasesNews-worthy developments range from new division launches and expanded program/services offerings to new business partner agreements and personnel changes.
TIMING
FEES
PRODUCT BRIEF/NEW VENDOR COMMUNICATIONS
PARTNER/ADVOCATE
• Build relationships• Branding• Learning• Share exciting news• Associate recognition• Community relations• New products• Event recruitment• Staffing opportunities
Social Media
Disclosure PolicyRepresents a public company’s commitment to full, fair and consistent disclosure and to maintain realistic investor expectations as best as possible
WHAT
WHO
WHEN
HOWtopics should not be disclosed unless publicly announced via a press release and 8-K filing
in the company can discuss material information with the public
certain news can be disclosed
to deal with material information that
may leak out
The Right People
Think through the expertise of your executives when determining who is the best authorized spokesperson for
the announcement.
The Reporter’s Perspective
• Reporters may be unfamiliar with your industry
• Our responsibility to put things in perspective
• Find common ground
• Compliment past articles
• Lend reporters your expert opinions to give credibility to their articles
Availability
It is vital that the spokesperson is available on the day of an announcement – or lose the opportunity to get coverage!
5 Tips For When A Reporter’s Deadline Is Minutes Away
1 Be fast.Contact PR immediately in order to coordinate a response to the media inquiry.
5 Tips For When A Reporter’s Deadline Is Minutes Away
1 Be fast.
2 Be gracious.We’re working on the deadlines of reporters and timeliness matters more than ever.
5 Tips For When A Reporter’s Deadline Is Minutes Away
1 Be fast.
2 Be gracious.
3 Respond quickly.Encourage executives to share opinions on breaking news and how your company can align with it. Once a story breaks, coverage tends to subside within the hour.
1 Be fast.
2 Be gracious.
3 Respond quickly.
5 Tips For When A Reporter’s Deadline Is Minutes Away
4 Be compelling and unique.If your point-of-view is the same as everyone else, it will likely get cut.
This way…
1 Be fast.
2 Be gracious.
3 Respond quickly.
4 Be compelling and unique.
5 Tips For When A Reporter’s Deadline Is Minutes Away
5 Be Helpful.If a reporter asks for commentary outside the spokesperson’s area of expertise, PR will find the right resource.
Briefing Materials
Briefing Materials Key messaging Potential questions Background on the reporter
Information about the publication Logistical information
Prepares both the spokesperson and the reporter prior to the interview, providing any necessary information to ensure a successful interview.
Messaging• Understand key audience
• Drive 2-3 key messages
• Spokesperson is in control of the conversation
• Explain any industry-specific terms that reporters are likely unfamiliar with
≠ “DO NOT PRINT”
“OFF THE RECORD”
AND…
??
?
?
? ?
?
Tech Data Rocks!
Prior to conducting a media interview, think of relevant
customers who can help reiterate your company’s message and
complete the story you are seeking to publicize.
Advocates
The Ten Commandments of PR
1. Thou shalt not lie to a reporter
6. Thou shalt speak with authority and confidence during a media interview
2. Thou shalt not disclose margins
3. Thou shalt not share trade secrets
4. Thou shalt not come to a media interview unprepared
5. Thou shalt not delay when contacted for a media interview
7. Thou shalt develop and stick to 2-3 key messages during a media interview
8. Thou shalt not volunteer information unprompted
9. Thou shalt not sell to a reporter
10. Thou shalt control the conversation
1. Thou shalt not lie to a reporter6. Thou shalt speak with authority and
confidence during a media interview2. Thou shalt not disclose margins3. Thou shalt not share trade secrets
4. Thou shalt not come to a media interview unprepared
5. Thou shalt not delay when contacted for a media interview
7. Thou shalt develop and stick to 2-3 key messages during a media interview
10. Thou shalt control the conversation9. Thou shalt not sell to a reporter8. Thou shalt not volunteer
information unprompted
And the unofficial 11th commandment…
“Off the record” does not exist when speaking to a reporter!
Thank You
“Some are born great, some achieve greatness, and some hire public relations officers.”
– Daniel J. Boorstin
Amanda Lee
Email: [email protected]
Contact Number: 727-538-5803
The Ten Commandments of PR
1. Thou shalt not lie to a reporter
6. Thou shalt speak with authority and confidence during a media interview
2. Thou shalt not disclose margins
3. Thou shalt not share trade secrets
4. Thou shalt not come to a media interview unprepared
5. Thou shalt not delay when contacted for a media interview
7. Thou shalt develop and stick to 2-3 key messages during a media interview
8. Thou shalt not volunteer information unprompted
9. Thou shalt not sell to a reporter
10. Thou shalt control the conversation
And the unofficial 11th commandment…
11. “Off the record” does not exist when speaking to a reporter!