Recently I had the opportunity to conduct a press tour with one of our clients who is preparing to introduce a groundbreaking new software solution. The tour was very successful with every journalist agreeing to write one, and in some instances two, articles about the solution and its likely impact on the industry. Given this outcome, I thought I would take a few minutes to recap what made it a success, as it may help others model future tours from it. Here is a check list of tips and best practices:
- Think through the objectives for each meeting and develop a compelling presentation. A presentation can help you guide the discussion and ensure you touch on your key messages. Be sure to practice it in advance. This will help you deliver it in the appropriate timeframe with the most powerful elocution.
- Remember to check-in with journalists during the discussion. It is vital that you ask for feedback during your conversation so you can determine what parts of your message are resonating and where you might need to provide additional details. If you wait until the end of the meeting to check-in, it may be too late for you to address underlying concerns that a journalist has.
- Bring copies of all your materials. We brought a thumb drive with electronic copies of the embargoed press release, FAQ, PowerPoint, screenshots, whitepapers and spokesperson bios to each meeting. We also brought paper copies of the most important materials, so we would be prepared in the event of a computer malfunction.
- Flag key points. Say things like “Joe, we think you are going to value this key aspect of our solution.” Or “This is an important point.” Then explain your thoughts and back up claims with facts or examples.
- Designate someone to take notes and capture follow-up items. The PR professional is often the best person to do this as the spokesperson is focused on delivering the information and responding to questions.
- Go for the close. At the end of the meeting, it is important for the PR pro to ask, “Now that you have heard from Mike, what is your reaction to the information? How do you think your readers would respond to this story?” You want to probe (in a nonintrusive manner) to determine if the journalist sees a story and plans to write. If he or she does not, you should find out why and determine if you can overcome his or her objectives.
Face-to-face meetings can be a powerful way to connect with journalists to help them understand your story, however, it is essential to thoroughly prepare for each discussion.