a recent presentation I delivered before the National Press Club on media
relations strategy, the question arose of how to handle media interviews
It seems that many spokespeople are wrestling
with that issue these days, when nearly every outlet is leaning on some
form of video service.
Here’s the bottom line: Tried and true media
relations principles still apply. It is important to recognize that the
only thing that has changed is the tool being used. Let’s examine. First,
what has changed:
Balance that with the elements that remain
first-rate communications skills
An attitude of
of the media outlets you wish to pursue
Conduct of due
diligence on the reporters and outlets you target
Value of a
sustained media training program for all spokespeople
Effective use of
Looking at the scale, it’s easy to see that there
is not much new here. Established methods still apply.
Zoom interviews are nothing more than an additional
tool that has cropped up this decade. Consider the parallels:
The advent of
digital media to connect with reporters in the 2000s
reporters via email starting in the 1990s
machines when they arrived on the scene in the 1980s
To be sure, there are some new wrinkles when
communicating through a video conferencing service. Spokespeople must
learn how to maintain eye contact with their camera (not their monitor),
think about the background of their shot, and acquire a broadcast quality
microphone, to name a few.
In essence, we have all become our own audio/visual
technicians (the engineers at the radio stations where I worked must be
shaking in their boots to think me responsible for such technical
aspects). Regardless, we have to work with what we’ve got.
As I related to that National Press Club audience,
time tested media relations principles endure. A magnetic message
delivered with solid communications techniques and a healthy attitude
still matter. Don’t let the Zoom fascination distract you from the basics.
Barks is President of Barks Communications, and has taught more
5,000 buisness leaders, association executives, and other experts
how to succeed with the media. His latest book is
Don't Hate You: 100+ Amazing Media Relation Strategies.
learn more, visit www.barkscomm.com
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