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When 75% of the population suffer from glossophobia (fear of public speaking) it is hardly surprising that talking to the media gets tossed in the “too hard” basket and given little attention. Yet, the brands that win today’s competitive world are those that build strong connections with all the publics who matter.1
For the modern senior leader (CXO), it is imperative that they find their authentic voice2 to connect with various publics including their workforce, partners, customers and potentially the community in which they operate. And they need to recognise this is a huge part of the job description and needs to be taken seriously. As the chief ambassador for their brands, the senior executive needs to articulate the direction, paint the vision and when the going gets tough, engender confidence and lead the way.
So, whether you are the leader of a major enterprise or a small venture looking to scale, here are five critical takeaways that will help you navigate the world of communications and the media as you invite them on the journey with you.
Before every interview, think what you actually want to say. What is the message that will propel your brand – both your company and you personally – forward. Practise saying it and get ready to back it up with proof points.
Remember it is your responsibility to make yourself understood and not up to the audience to understand you.
Distil the message down to the critical issues of “what is in it for the audience” and remember to speak their language – whether it is the boardroom or the canteen. Cut the jargon, keep it simple and tell a story to illustrate the “wow!” factor – and when all that comes together, practice again.
Nothing’s for free so be prepared to invest time and intellectual rigour to partner with the journalist and to understand what their readers actually care about. Start a dialogue because relationships are built when two parties contribute for a win-win. So while a journalist will not sign a P.O., he or she is in the market for the knowledge you bring that can be shared.
Build relationships beyond the circus show of a major announcement or product launch. A strong public relations (PR) strategy should include time on a regular basis for interviews, industry commentaries and even hosted lunches with key media to share industry knowledge and background.
Be relatable and share personal stories, leadership reflections and talk about the lessons learned. The more human you are, the more likely you and your message will be remembered which is the very first step on the ladder to being a thought leader3 – or as we call it, a “trusted advisor”4.
Help connect the dots between your key messages, the local trends and national policies to make your “pitch” more relevant and ultimately interesting. This is key to whether your story lands on the front pages or becomes a small filler article.
So consider “what’s in it” for the reader, viewer or this market. Building a story with local context, relevance, connections to local trends will spark journalists’ interest, make for a more enjoyable interaction and ultimately educate. That way, your brand grows.
Media training is very helpful as you develop your presentation technique to fine–tune story telling. It will also provide you with tips and ideas to capture attention and help build you as a trusted advisor to the media.
Beyond that, as the corporate leader5, this is your story and you are the person to tell it. This does not mean memorising a script but building a message that you believe in and one which will stand under questioning. Inevitably there will be media encounters that are difficult to manage and tough questions, but being trained to tell the story authentically will help manage such situations. A strong message with validating proof points and stories to illustrate the impact becomes a great conversation and not a crisis of confidence.
Thinking beyond the company, leaders6 may get an opportunity to participate in broader industry and policy conversations – especially the former. Build up your counsel and take the first steps to being a trusted advisor by speaking not only for your company, but also for your industry.
Communications professionals, leaders, and their organisations seeking to increase their business and/or shape policy in the fast-growing markets of Southeast Asia, India and Australia should partner with public affairs or relations experts to help them achieve their communications goals to drive their agendas.
With a team of more than 50 in these different markets and decades of local experience of partnering organisations and the media to tell stories that resonate with all relevant stakeholders, Priority Consultants stands ready to help. Speak with us today.
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