Seven Excuses Experts Use to Avoid Doing Media Relations and How Media Relations Professionals Should Respond
Amy is a media relations professional who works in-house at an architecture firm. Amy stops by the office of Jolene, the architect who leads the firm’s healthcare practice. Amy wants to discuss media pitching ideas she developed as part of a 2020 earned media plan, a key component of the firm’s broader external communications plan.
“Hey, Jolene,” Amy says. “Is this still a good time to chat?”
Jolene looks up from her Mac Pro. “Sure, Amy, come on in. Close the door,” she says.
Amy hands Jolene a one-page overview and says, “I’ve got a ton of great ideas for you, and—.”
“Look,” Jolene interjects. “I know that we have an overall plan for the firm and a more specific plan for me focused on the healthcare space. But I am not sure this is the best use of my time, especially given how busy we are helping clients reimagine their facilities as care shifts from hospitals to more retail-like outpatient settings.
“So I guess what I am wondering is: What do you need me for? This is for you and the marketing folks to figure out.”
Amy is a little surprised but not taken aback by Jolene’s reluctance. Whether it’s for media pitching, social media campaigns or employee engagement efforts, Amy is used to demonstrating the value of communications. She’s ready for this conversation.
“I know how busy you and your team are, and part of my job is to make this as easy as possible for you,” Amy says. “As a firm, we sell architecture expertise. When buying expertise, potential clients want to hear directly from the expert. It’s the first step toward convincing them that you can solve their problems.”
“That makes sense to me, but you know, I didn’t have a good experience the last time I did an interview,” Jolene says.
“Media relations involves taking worthwhile risks, as there’s never a guarantee on how a story will turn out,” Amy says. “You and the other partners are used to evaluating whether a risk is worth taking, and I am here to advise you on the pros and cons of any interview. I’m also here to ensure you are prepared for the interview and the reporter has reasonable expectations for the interview. Those things go a long way toward making the experience good for an interviewee.”
“Yeah, I guess. I am still worried about being misquoted or having our company’s brand described incorrectly. Why don’t we just buy ads promoting our healthcare design practice?”
“We do that already, and it is effective for us as part of a balanced approach where all the ways we reach out to potential clients — including earned media stories and social or shared media – reinforce one another.”
“What if they quote other healthcare architects in the story? You know how much Jim gets under my skin.”
Amy knew. Jim, a rival at another firm, is known for staking out contrarian positions for the sake of being contrary.
“Yeah, Jim’s approach is not our model. Here’s the thing: What if they quote Jim and other architects anyway, and you are left out because we decided not to pursue interviews?”
Jolene scrunched up her face. “I see what you mean. Most of the time, these reporters are writing about touchy issues where we have clients on all sides. How can I comment without angering at least some of our clients and prospects?”
“I’ve heard you address this with potential clients, and it will work for interviews too: We work with clients with different needs in different contexts. You can comment objectively to describe the thinking for companies that are in different circumstances and the factors that drive their decision making. That’s what reporters want, and it demonstrates your deep industry knowledge and wide-ranging experience.”
“Maybe it would, but does anyone actually read these articles anymore? Shouldn’t we focus on social media?”
“Traditional publishers are far from dead – they still have significant readership. Being quoted in a trade publication says volumes about your credibility as the expert in healthcare design, and we can then promote that article through all our other communication channels – including social media – to make sure our prospects and clients see it.”
Jolene picks up the one-page overview. “But are these trade publications really worth my time? I’ve been an architect focused on healthcare for 20 years, and I haven’t even heard of some of them. What about Architectural Digest?”
Well, Amy thinks, at least Jolene is warming to the idea. “You don't reach the summit in a single step. Doing an interview or writing an article for a well-respected industry publication puts you in front of potential clients and builds your reputation for the reporters at national outlets. They want to interview subject-matter experts who have demonstrated their interview skills with regional newspapers or trade outlets. When we get to that level, I’ll include links to your previous interviews in the pitches.
“Doing interviews is critical for raising awareness and connecting with prospects. Interviews validate you as a healthcare design expert with two decades in the industry. The publications we choose to pitch are ones our clients and prospects read and trust. And these interviews make all our marketing and business development efforts stronger.”
“If we do this, will reporters be bugging me all the time?”
“They won’t. I’ll make it clear to every reporter that contacting me is the best way to get the interviews and information they need because I’m focused on delivering for them.
“And wouldn’t ‘too many’ interview requests be an awesome problem to have?”
Jolene lets out a sigh and smirks at Amy. “OK, OK. Walk me through your plan.”