Now that Halloween is coming up, with Thanksgiving and the
December holidays not far behind, it’s time to start thinking about what your
clients, your experts, can do to inform the public about the best ways to 1) be
safe, 2) avoid stress, 3) cook hearty meals on a budget, 4) make as few
missteps as possible at the office holiday party and the list goes on and on.
It’s important that you make real connections between what your client can add
to the conversation and what’s actually being covered in the media. It’s this
connecting of the dots that make PR both challenging and fun.
remember, you need to make sure that this expert of yours can articulate
exactly what his or her contribution to the media really is. I’m going to guess
that a lot of you have experienced one time or another what I would call a
cringing episode—when you listen in on an interview and can’t believe what
you’re hearing, not from the reporter but from your client. Maybe you’re both
on Skype and you can secretly send instant messages about the interview. But
best not to assume that your expert is somehow magically media trained. Even a
fifteen-minute mini media workshop can do wonders to help your client navigate
(all by him- or herself) an interview. The last thing you want to do is set
your client (and yourself by association) for failure. Best to take the time
you need to assure a successful interview.
a reporter might want to get into some areas that are more controversial than
what your expert anticipates. It’s your job (in my opinion, anyway) to imagine
all the bad things that can happen during an interview and then take the top
three and mention them to your client. Don’t frighten him, but certainly give
your expert a heads-up.