Don’t shy away from smaller opportunities.
We know your company – especially the CEO – wants media results. To get those results, your spokespeople must be available for interviews via email, phone, and in person. At Axia Public Relations, we’ve had companies hire us and then be reluctant to participate in interviews with smaller media outlets and with reporters who have smaller roles within bigger outlets. Being too selective about interviews is mistake #11 on Axia’s list of 15 mistakes companies make when hiring a PR firm.
In fact, there are a few benefits to participating in smaller interview opportunities. Here are three reasons you should be more willing to accept these types of interviews:
Many company spokespeople – company executives and even the CEO – have little to no spokesperson training before they speak to the media. This means they probably don’t have key messages on point, they may use filler words like “um,” and they may appear nervous and uncertain during even the most basic of interviews. Participating in smaller interviews will prepare your spokespeople for in-depth interviews that require more advanced skills. These interviews also provide your PR firm an opportunity to give your spokespeople the necessary feedback to improve.
As public relations professionals, when we listen to a client interview, we take notes and gain additional insight into company news and trends that we may not have otherwise known. We use the information we gain from interviews for future pitches, blog posts, social media posts, and other materials throughout your PR campaign.
3. Third-party credibility
Don’t snub the smaller outlets. It may surprise you how many smaller outlets have a passionate and loyal following, despite their size. What's more: They want to hear from your spokesperson! Additionally, we’re able to pull quotes from these interviews and pitch to larger digital-only outlets. As third-party content, these smaller interviews add credibility.
As PR professionals, we do our research before pitching an outlet and presenting a media opportunity to your company. We check the number of impressions an outlet has in a month-long period as well as how active they are on social media. Smaller media outlets, including blogs and podcasts, can be exceptional places to gain media coverage for your company. You can use the interviews your spokespeople participate in as building blocks for future media coverage and pitches. Check out Axia’s spokesperson training webinar to help you and your CEO feel more comfortable about interviewing with smaller media outlets.
Clients love Marjorie’s work ethic, speed and diligence. She has worked with Axia Public Relations since October 2011. Marjorie graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Learn more about Marjorie.
Featured image credit: 123rf.com