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ITCOMMS - PR guide for IT

Наша коллега Жанна Скрипаль провела тренинг для клиентов по работе со СМИ, в своем посте она поделилась несколькими полезными советами, которые обязательно пригодятся всем, кто общается с журналистами.

🧠 Читайте дальше, запоминайте и используйте эти ценные советы.

"Make your conversation partner fall in love with you and your company."

Just yesterday, I led a media training session for one of our clients. For over three hours, I talked into the media landscape in Kazakhstan: why it's worth engaging with the press, what journalists are looking for, the best ways to communicate, and much more.

Kazakhstan's media has its unique quirks. For example, many outlets (especially state-owned ones) aren't like mentioning private companies. And there's a real shortage of journalists who get the nitty-gritty of IT lingo. That's why it's best to keep the jargon to a minimum in your conversations.

I'd also like to share a few universal tips for dealing with the media that can come in handy anywhere in the world:
🔸 "After chatting with you, the person should become an ambassador for your brand." I firmly believe this is the ultimate goal when a company's rep talks to external parties. It doesn't matter if it's a journalist, a potential client, or a future employee. Make them fall for you and your company! Doing so wins you a loyal friend and brand advocate who'll help you achieve your goals.
🔸 The speaker and the company aren't the journalist's adversaries but allies. You all have the same mission: to provide valuable and relevant information to the readers. So, help each other out! Share facts and figures, be a reliable source of news and data. It might sound unrealistic, but trust me, this approach pays off big time and eases a lot of tension. It's better to be allies than adversaries.
🔸 Only talk about what you're sure of and understand deeply. The worst scenario in interactions between a speaker and a journalist is when the speaker tries to act smart but starts floundering at follow-up questions. My advice? Don't venture into areas you're not yet familiar with. And it's totally fine to admit that openly.
🔸 Don't know something? Just say so. I believe that honesty is the best policy in media relations. Answer sincerely, be truthful. If you're unsure about something, it's better to admit it than to lie or dodge the question.
🔸 Promised something to a journalist? Follow through. It's basic, but often overlooked. Some speakers (fortunately, not my clients, haha) love the "Thanks for the question, I need to check on that and will get back to you" line, and then they vanish! But that's a bad approach. If you promise something, please make sure you deliver. It's just polite, after all.

These are the key points that I'm confident work not just in Kazakhstan but can help forge solid relations with the media in any country.

Fellow professionals, what advice would you offer to speakers on interacting with the media? Let's build on this list!

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