Effective Media Relations Tips- What To Do After The Media Interviews You!

媒体技能Training

An effective media relations program does not end with an interview.

Rather it is important to then monitor and evaluate the interview's effectiveness to gain a greater understanding of the media for greater personal and professional gain.

Effective Media Relations Tips - What To Do After The Media Interviews You!

Effective Media Relations

You've done all the hard work - prepared a media kit, engaged with a reporter and they've listened to your message and asked questions.

现在该做什么?

Well, effective media relations doesn't just stop once you have been interviewed.

There are many ways to leverage your media experiences to help build your brand, reputation and image management skills.

Five Top Tips

Here are five tips on what to do after the media has interviewed you.

1. Implement a Professional Media Monitoring Service

How will you know what media coverage you are getting if you don't monitor it?

Media monitoring collecting and evaluating all press featuring your company or industry.

The media, however, can involve print press, radio, websites, TV and even blogs and it is wise to enlist a professional media monitoring service. These services use keywords to search all media outlets and email summaries immediately to the company with links to the full articles.

Often media monitors can break down searches to specific geographical areas. These services provide a far more precise and detailed evaluation of your company's media with less chance of missing something that has been published.

2. Analyse Your Quotes

After the story has been run analyse which quotes the reporter has used.

通常一个小时的采访可能只会导致一个或两个关键的引用被记者选择。

This offers an insight into the way the media operates and what journalists look for in interviews.

The more you understand how the media works, the more you can customise your message to what they want and the greater the chance of success in your comments being used by the media.

3. Understand What Quotes or Sound Bite Elements Were Used

Pay particular attention to exactly which quotes were used and how effective they were at relaying your message.

This offers a personal insight into your own media techniques and can identify areas that require further attention and training.

For example, simple, direct quotes are often favoured by the media. If a lot of the article has been paraphrased perhaps your messages were too long or confusing or weren't articulated well.

通过结合你对引用语的理解，找出采访中的薄弱环节，检查媒体的运作方式，你将在未来的采访中有更大的理解和加强媒体关系的机会。

4如果你喜欢你的报价，就重复使用

Good quotes are like diamonds.

They are often formed under intense pressure.

They are valuable, unique and when polished, cut and set can really make you shine. If you've made the diamond and had it set, why not show it off as many times as possible.

If your quotes communicate your message well, re-use them again and again.

它们不仅能够有效地传递更多的信息，而且已经被媒体认可使用，也就是说，它们认同媒体所认为的“好”的引用。

It is more important to communicate your message confidently, clearly and consistently than it is to be original.

5. Never Get Angry or Trash The Media

If you get interviewed but not quoted, resist the temptation of trashing the newspaper, magazine or reporter and getting angry.

Instead, analyse the quotes that were used by others and try to improve your message delivery so they could have been better crafted and therefore more likely to be used.

The quickest way to improve your knowledge in this important and growing area is to learn more about how to craft messages that even the most cynical reporter will want to use.

This article was contributed by Thomas Murrell MBA CSP