• This may seem unorthodox - but developing relationships with media journalists in advance and operating with candidness has helped me successfully manage high-stakes moments. • It’s been an important part of my career to be able to build authentic connections with others - coworkers, constituents, and columnists alike. • In a former role, I once took the lead on planning a bureaucratic event – the party, the speakers, the speeches - everything. • Unfortunately, the keynote read their speech 30 minutes before the event kicked off and they HATED the final line that was – consequently - also the line used as the ‘fortune’ in specialized fortune cookies for the celebration. • While I was busy sharing media packets around the room, I was also playing fortune cookie keep-away from the keynote, and a few sharp journalists clocked it. • I had already taken the time to connect with them as people - so they took that as an opportunity to do the same. • We laughed about it – and it wasn’t featured in their stories because I was comfortable being vulnerably human in a high-stakes space. So - take the time to read, respect, and understand media professionals as people. It really does help.
We knew media relations would be important in the face of a high-pressure product launch. Instead of a general press release, I wrote individual emails to key journalists, highlighting previous coverage of similar innovations and how our product addressed specific reader interests. This targeted approach piqued their curiosity and created a connection beyond a press release. We also organized exclusive pre-publication briefings where journalists could ask probing questions and boost their confidence. This personalized engagement resulted in insightful articles that effectively communicated the product's value proposition and set the stage for a successful launch.
Public Relations Specialist at Culturit Public Relations and Design Co.
Answered 2 years ago
One specific way I've successfully managed media relations during a high-stakes event is by having a play-by-play strategy and media training before the event. This helps successfully navigate the "what-ifs" and provides for a seamless event turnout.
When launching a new product, my ability to orchestrate media relations was critical: through a clear information management strategy involving proactive communication and early disclosures to both the media and the public, I managed to keep the media involved and up to date at every step of the way through regular press briefings, exclusive interviews to key journalists, and answers to any questions or inquiries in a timely manner. For instance, when the launch faced difficulties due to technical issues not revealed beforehand, we fielded the query at an unplanned press briefing, explaining the problem and what we would do to rectify it. This kind of openness helped retain our credibility, but also further strengthened our relations with the media that were thankful for the open access to information.