Relatively few people deal with reporters every day, and it can be upsetting to get caught up unexpectedly in a deadline rush. In many cases, dealing with the media can affect a company’s reputation and its bottom line.
To keep on track, many professionals take a few minutes to draft a communications plan when deciding whether to talk to the media at all.
A communications plan is a dispassionate look at the issue, along with a list of steps that will help you keep the discussion on track as the issue evolves. It will list the reasons for media interest, what you want to achieve if you participate, how you will attempt to accomplish your goals, and possibly what you are willing to commit, in time and money, for a successful outcome.
A communication plan will often have:
A background section that will outline the issue and why the media is interested. This is normally an overview paragraph, something you could read over the phone to your best friend or professional advisor.
A pros and cons section that will list cultural and political factors that will influence the shape of the story. If an elected official is attacking your plans to expand, expect his or her comments to color the impact of a media story. But if people like your new business – say, selling solar panels – expect that to have an effect, too.
A target audience section that will list the groups of people that will be most likely to be affected by the story or most interested in the topic. That list could include elected officials, neighbors, and customers.
A description of the goal to keep you focused on your desired outcome. Again, it is easy to lose sight of that in the rush to meet a reporter’s deadline.
The steps to accomplish that goal are often as simple as writing talking points, offering a tour to the reporter, finding others in the field for the reporter to talk to, getting background information to the reporter, etc.
Three key message points are simple, declarative sentences that outline exactly what you would like the reporter to put in the article. While reporters will pick and choose from your statements, you are more likely to get your key points in if you focus on them. Keep the sentences short, between 8 to 15 words, and weave them into interviews.
A list of possible questions and proposed answers also will help keep your goals clearly in mind. Reporters can be expected to ask a host of questions, and having crafted answers available will not only give the reporter more quote options but also keep you from straying from your messages.
A cost and time estimate, if any.
While a communications plan is no guarantee that a positive story will follow, a good one will give you greater control and a better chance of getting the type of coverage you want.
