Top 10 Tips to Successful Media Engagement

February 4, 2015
Communications

This article was contributed by Tropicana, a sponsor of RDBA.

What’s the secret to successful media engagement? Follow this Top 10 List to help you build and leverage relationships with key media outlets with the hopes of garnering positive media stories to generate awareness and attention for your company’s healthy living programs and services.  

1. Identify Relevant Editors/Producers - Utilize free resources, such as “Help a Reporter Out (HARO),” “LinkedIn,” “Daily Earth” and “USNPL,” that bridge the connection with journalists and help you find reporters and stories that require your expertise.   
2. Refine Your Message - When communicating with media, it is important to understand how to frame your key message to ensure it comes through in the article or broadcast segment. Your overall message should include your primary takeaway, supported by two to three strong proof points. 
3. Understand What The Media Needs - Take time to educate yourself on the content and topics covered by health and nutrition reporters to allow you to effectively identify areas where you can act as a resource. 
4. Target The Right Media Type For You - Print and online interviews often include longer lead times and more in-depth questions whereas broadcast interviews are often on a quick turn-around and require a compelling visual component. It’s important to identify your preferred media type based on your message and audience. 
5. Place Value In Preparation - Preparedness is key when it comes to conquering an interview. Before engaging in an interview, take time to anticipate potential questions and develop thoughtful answers that drive home your key message. 
6. Stay Engaged Socially - Social media can be a great way to attract key audience members, including the media. Once you’ve established a presence on social platforms, develop a regular schedule for delivering updates on relevant and timely topics. This will help establish you as an expert source on industry trends.  
7. Utilize Industry Organizations - When developing a key message or social presence to build your brand, don’t forget to look to industry organizations as a helpful resource. Industry groups such as the Nutrition Entrepreneurs Dietetic Practice Group have expertise in developing integrated social media platforms and content and can provide thoughtful advice on how to build a valuable social presence. 
8. Avoid Over-Answering - During pauses in the interview, it can be difficult to avoid filling the silence. Over-answering with unnecessary details can detract from the primary message you want readers to take away. 
9. Build Effective Relationships - Once you get the media’s attention, develop a positive relationship. Continue to monitor their coverage so you can continue to offer your expertise.   
10. Become a Spokesperson - In addition to understanding how to reach out to journalists, it is important to position yourself as an industry source to media. Volunteering as a spokesperson for leading industry organizations, such as The Academy of Nutrition and Dietetics, allow you to act as a resource for expert commentary and story ideas on the full range of food and nutrition topics. 

You can learn more by listening to the webinar, “How to Attract Media Coverage and Build Your Brand,” sponsored by Tropicana.