Providing media training to senior managers and C-level executives who think they don’t need it is something of an occupational hazard for professional communicators.
What is the best way to react to negative news? Since many stories fade quickly, is a reaction always warranted? By responding, you run the risk of keeping the story alive and encouraging additional coverage. Still, there are times when a response is necessary to curtail a serious hit to your reputation and/or sales.
For brands and organizations that are just beginning to develop their online video programming, a good deal of the content will initially focus on creating mini documentaries and conducting interviews with C-level executives and other senior managers.
The UN Foundation’s partnership program for media engagement offers tips that can serve as a model for nonprofit groups looking to share their story with a wider audience.
Partisanship and policy aside, the campaign trail offers key PR lessons. Whether it’s a presidential hopeful hitting the campaign trail or a new CEO meeting with stakeholders, making a strong first impression is crucial. And perception may trump reality.
While the demise of the press release is greatly exaggerated, ongoing criticism of it remains. Many press releases, regardless of the sector, continue to suffer from flowery language, jargon and buried leads (when the real news is stuck in the penultimate paragraph), among other shortcomings.