Every experienced PR person has had their share of media opportunities that looked promising but never resulted in coverage. In fact, most can recall a particular occasion where everything went right, whether it was a full interview or a quick comment, and nothing came of it. Although there’s no magic to guaranteeing a 100% coverage rate, there are ways to maximize your chances of seeing your company’s quote in a story. Below are five reasons why the story didn’t materialize.
The spokesperson wasn’t prepared
Even if your spokesperson is an expert in the field and on the subject at hand, they will need a thorough briefing. This should go beyond a topic and journalist bio. A PR rep should get as much information as possible, pressing for detail on the proposed discussion and the story’s slant. You will not get specific questions, but pulling together a predictive Q&A is useful. In addition, structure is just as important as content. Often your spokesperson will review the briefing document during the interview, so creating an easy-to-scan guide they can review and absorb in real time is critical.
The quote lacked color
For a quote, context and color are often the major factors for inclusion in a story. Make sure your spokesperson is providing new and intriguing insights instead of reiterating what the reporter has likely heard, especially since they might have multiple quotes to consider. A quick brainstorm for unique points and turns of phrase can prepare your spokesperson to offer something new to the journalist. In addition, make sure every insight is relevant to the story and topic at hand. Don’t be afraid to go for a contrarian angle or quote, but make sure the opinion is authentic, and that the spokesperson is comfortable with offering a point of view that’s outside the mainstream.
The interview was too late
Reporters are always on deadline and they often need to speak as soon as possible. It’s important to lock in any opportunities quickly. If your go-to spokesperson is busy and can’t talk right away, consider other executives or experts who might be qualified. There are also circumstances where a pre-prepared quote or comment may be helpful, especially in situations that are anticipated, like the release of government unemployment numbers, or an announcement by a competitor. Also, a quick follow-up with the reporter is helpful. A journalist will often request more information or confirmation of details, so quick responses are warranted and appreciated.
The spokesperson wasn’t the right expert
As helpful as a thorough briefing document might be, it’s also essential for any media spokesperson to have real and relevant expertise on the subject at hand. This is why it can be advantageous to have a matrix of spokespersons, whether in-house or outside experts, on hand for multiple opportunities. Trying to shoehorn a vague or irrelevant comment into a story that needs informed expertise is almost always a waste of time. But when the situation calls for an opinion as opposed to an insight, a colorful metaphor or analogy can win the day.
The comments were too promotional
The quickest way to shut down a journalist’s interest in an interview is to turn it into a sales pitch. Any company spokesperson or third-party expert should avoid jargon, especially comments that talk up a product or service that’s not the point of the story. A good PR rep will coach their executive on ways to demonstrate expertise without devolving into sales-speak.