Tip Sheet: Media Training Execs for Social Media Coverage

By Andrew Gilman The rise of social media has opened media training strategies up to many new possibilities. Not since the advent of video news releases (VNRs) has the industry had an opportunity to communicate as deeply and broadly with a variety of stakeholders and audiences. The bottom line for communicators, then, is simple: Social media requires development of a carefully thought-out script, well-crafted sound bites and a variety of proof points. The payoff is that the readers, viewers and listeners will spend more time on specific Web sites and blogs, just as they will set aside more time for watching longer video segments and vlogs. When we prepare clients for a regular print or broadcast interview, we're often trying to handicap the interview process.

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