Media relations is a component of public relations focused on building, maintaining, and leveraging relationships with journalists and media outlets to develop and manage your personal and institutional brand. Pinnacle training uses strategic storytelling architecture to guide how you talk about your what, why, and how.
Media training prepares you to communicate clearly, confidently, and authentically.
There is an intertwined spectrum of media relations activities - from basic relationship
building to announcements, conversations, and crisis management.
Pinnacle focuses on strategies for communicating concisely, handling challenging
questions, and projecting a positive and professional image. With the right strategy, every interaction can be an opportunity.
Concise
For television, radio, or podcasts, try your best to condense your answers to 30-40 seconds. This helps you maintain focus on the most impactful elements of your message. Print and online journalists allow for greater detail, but still keep your answers to two minutes or less. In all cases, allow the reporter to decide if he/she want more detail.
Confidence
You are an expert in the field in which you are speaking. Speak declaratively; your knowledge matters. Avoid terms like I think or I believe. This is unnecessary language that weakens your standing. Say what you know and say it with passion.
Common Sense
Be human and natural when you speak. Don’t overthink. Avoid non-answers. It is okay to acknowledge that not every opinion agrees with you, or even that some facts may not support your objective. Positioning your solution as the only solution can damage credibility. Use your knowledge and expertise to show your solution is the best solution.
Positive
Always speak positively. Even in the most difficult situations, it is possible to speak positively. Convey solutions that your expertise or research offers to the situation being discussed.
Purpose
Let your knowledge and expertise speak for itself. There’s no need to directly plug your work, unless asked. The expertise you’re showcasing will promote your brand.
Posture
How you say it can be just as important as what you say. Body language, eye contact, facial expressions, and tone of voice all impact how a message is received.
