Congratulations! You just landed your company an interview! Now what? Do you truly understand the purpose of that opportunity? Does your spokesperson? Media interviews are a chance to not only share information about a new product, service or initiative, but a chance to position a company as a credible expert in the eyes of the journalist, readership and industry.
Good interviews strike a delicate balance between newsworthy information and company messaging. The right messaging produces polished spokespersons, affords more control over the final story and builds stronger relationships with reporters. The wrong (or poorly executed) messaging can cause serious damage long after the 24-hour news cycle has passed.
What constitutes a “good” key message? Start by asking yourself, “What is the one thing I want people to know about the product or company?” Or, “What is the biggest effect this announcement will have on my industry?” Your messaging lies within the answer to those questions.
Strong messaging is pithy, memorable and directly addresses the issue at hand. Strong messaging is easy to understand, uses clear examples and avoids jargon or acronyms if possible.