I write this I’m watching (for the first time in my LIFE) rally car racing.
Wait, it’s over. But it was incredibly exciting. What prevented me from looking
for something else to watch (like a symphony or something more conducive to
writing a blog on PR) was the sound. I loved the noise. It was edgy, and with
the (Oh! Skateboarding is next!) a camera in one of the cars along with a
passenger commentator, my investment in terror was minimal. It was sort of like
enjoying a roller coaster ride without ever having to get on. (That’s my kind
of ride actually).
I want to say something about sound here and somehow connect the racecar thing
with the title of this post. I think sometimes in our day-to-day efforts to
promote our clients (or ourselves) we neglect the “sound” of our pitches. We
may even forget to take note on who’s got the best voice for the media. If you
have a client, for example, who’s rather soft-spoken, don’t expect him to
project his voice during a television interview. This is someone who will
definitely require some media training. Or if the only person available is
someone who speaks without choosing her words carefully, then you might be
better off passing up on the opportunity. Once it’s out there you will find it
nearly impossible to make something right. Think of those correction sidebars
in the newspaper. How many people really take the time to read those? I’m sure
those who are misquoted or incorrectly identified read them, but I’m pretty
sure that the overall number is low.
probably most important about putting your best voice forward is
being prepared. No one likes crises. And without a crystal ball we’re all
pretty much beholden to our best guesses. But that is, after all, what a lot of
PR work is—anticipating all sorts of scenarios, both good and bad. So, be
prepared by having the right person on hand to respond to the media when they
come calling, writing, and otherwise snooping around.