If a picture speaks a thousand words, how about a TV appearance? Appearing on screen will boost a company’s image tenfold. Being seen on television creates a sense of credibility and power that cannot be established on any other platform. But, how do you land a spot on televised?
As a beginner, you have to start out small. It is almost impossible to secure a televised interview without connections and previous experience. First, you need to attract the attention of reporters. The best way to grab the attention of journalists is to connect your topic to a current trend. Finding some way to attach yourself to a popular current topic automatically increases a company’s credibility. Topics that never go out of style are fast services, affordable services, online technology, and personalized experiences.
Journalists receive hundreds of submissions each day. If a company wants its story to stand out, it must be unique. Every company claims their product is the best that was ever made and that it is going to shut down the market. These shallow claims are not credible. There needs to be proof. A company’s pitch should be flooded with examples and testimonials backing up it’s claims. Journalists are intrigued by stories of new businesses, product launches, partnerships, and recently announced corporate goals.
Another trick to elevating the chances of scoring an interview is having an interesting story. Second to the product, an alluring background story is most important for catching the eye of a reporter. The story of how a company began with a man sailing 10,000 miles around the globe to find the perfect tomato to make his pizza sauce will peak the interest of a lot of people. Once you have their interest, you are in.
Finally, to catch an interviewer’s attention companies may extend to them a special offer. A company may provide a journalist an exclusive interview or insider details. However, it is extremely important not to give a lot of reporters these opportunities. If a group of journalists find out they all have been given the same opportunity for exclusionary details, a company will gain a negative reputation.
Once a company has established itself with journalists, it is time to branch out into local television and begin your adventure to the top. Attempting to appear on local news channels is an excellent way to begin a television appearance career. Local news stations often prefer to use companies from the surrounding area, where there is less struggle over airtime. Even better, local station viewership is on the rise while national news viewership is tumbling down.
Advertising yourself as an expert in a specific field or topic will make you more marketable for televised interviews. If you are the owner of a grocery store, you could label yourself an expert on health issues and produce production. Then, if a giant rainstorm comes and damages hundreds of acres of crops, journalists will look to you for insight on the situation.
Developing preexisting relationships with the media before attempting to make a television debut is beneficial. A helpful way to establish these unions is research. Investigate certain reporters, get an understanding of what they typically cover, and how they cover their stories. Keep what you have learned in mind when pitching your own story to the media. Your pitch should include how your story relates to their interest, why it is important, and should include lots of substance – no filler or fluff.
After you confirm a spot, it is necessary to consider who will be your company spokesperson. It does not have to be the CEO or marketing specialist. The best way to decide who will deliver your message is to simply observe. Who talks the most at roundtables, who is popular on social media, who knows a lot of trivia facts, who thoroughly enjoys their job. These are all exceptional aspects to examine when searching for a spokesperson.
How a person is in the office and online are great indicators of how they will perform in front of the camera. Monitoring what they say and how they say it will give you excellent insight into how they will perform. If they are good storytellers during lunch and grab everyone’s attention, on air should be no different.
Once you have chosen your spokesperson, it is time to practice. It is useful to know that on air, responses should not last any longer than 12 seconds. Leading up to your appearance your social media team should be on top of their game. Your entire fan base and clients should be aware that you are going to be on TV. But, do not release any details of what will be discussed. One, it will make people curious. Two, your goal is not to attract the most viewers, but to build credibility with your clients.
Before your segment is filmed, request a copy. News stations hate when asked for footage during or after a taping. The footage requested should be posted everywhere. Not every news station posts their interviews online, and even if they do, it will be gone into the internet abyss within a couple of days. All segments collected should be compiled in one folder on a company computer for later use.
Since the goal of your interview is to build the reliability of your brand, an employee should do a screenshot of the interview. A flattering and professional picture should be taken while the speaker is in speaking in front of the new station logo. Later, this picture should be applied to all social media accounts as the profile picture.
After the first interview, a company will have gained notoriety and established a relationship with journalists and news stations, hopefully beginning a long lasting connection.
The marketing departments of several big universities were recently asked what the goals were in recently launched social media campaigns. The three most common answers were to raise awareness, attract more students, and to strengthen the school’s reputation. How each university launches its message varies greatly. Some have embraced technology more than others. Being well versed in technology aids in relating to the 18-24 year old demographic most colleges are hoping to reach.
100% of all colleges in the United States are on at least one social media platform. Social media is the best way to organically bring together community, administration, and students. There are some universities that have multiple accounts on one forum. An example would be Columbia University. Columbia has its main Columbia University Twitter page where general information is posted, then there are individual Twitter accounts for each department: business, science, admissions, etc.
When a university has multiple accounts under its name, it is important to implement university wide guidelines. It is worthwhile for each account to be unique and creative, but there are lines that cannot be crossed in order to maintain a sense of professionalism and uniformity. It is wise to hold university wide social media conferences.
These meetings allow account administrators to coordinate and construct posts in-sync. It is smart for universities to have a constant theme. A good idea is to always keep the university's mission statement in mind when posting. Picking three words from the mission statement to incorporate in every message help create a sense of unity.
The key to each department gaining the most followers is to be distinctive. There has to be a reason to follow that account aside from membership. A university cannot post the same press release on every account and hope for popularity. If every account does post about the same topic, each should put its own spin on the story.
Having its own account allows a department to showcase its capabilities, achievements, and expertise. Online is the perfect place to display awards, recognitions, events, and projects. Posting online allows users to promote before, during, and after an event. These individual accounts can be great resources for journalists.
When a school joins social media, it is important for posters to ask themselves: one, what do we want to achieve?; two, who are we targeting?; three, how should we measure our campaign’s progress and success?; and, fpur, how will be encourage interaction? A majority of students do not receive their news from the press, they discover announcements through social media. Since students rely heavily on social media, it is important that universities are proficient in utilizing them.
Having well formatted social media accounts can do a lot for a school. It can create interest, promote events, and make life easier for students and staff. Stanford University recently released iStanford. iStanford is an app for Stanford students that allows them to register for classes, read campus news, and access campus maps, plus more. Through iStanford, administrators can also post messages, notices, and warnings in seconds for the entire Stanford family to see.
In case of a disaster, having a well functioning social media system can save lives. In the event of a terror threat, a warning could be sent momentarily, alerting all students about what to do and where to go to stay safe. The internet is an excellent form of emergency contact.
After a public relations disaster such as a teacher-student sex scandal or a corruption sting, there are several procedures a school should put in place. First, encourage students not to leak any information. Second, advise staff where to redirect journalists and how to spot a journalist. Sometimes writers will pose as someone else to extract information from unsuspecting staff members. Also, if anyone would like to give a quote, it should be anonymous. “Individuals are considered innocent until proved guilty under our justice system; the media is not.”
Just like any other situation, it is critical how a school responds through social media. Schools need to project an image of caring. Students need to see that their administrators care about students beyond their wallets. Posts should extend farther than registration reminders. Stories about good things happening on campus are always quality material. When posting, quality should always win over quantity.
A school’s best public relations tool is the students and faculty themselves. Word of mouth is the best and most trusted form of marketing. A positive review from someone who attends the school is worth more than any press release. Students and staff are “an extension of a school’s brand.” Incoming students would trust a student-run blog documenting life at University of Delaware way more than a blog produced by a hired University of Delaware marketer.
How the school responds to students is also important. Three main actions a social media correspondent should take are to engage, listen, and respond. If a lot of time passes between posts, or response times are longer than being put on hold by Comcast, students will forget you. It is okay to not have an answer. However, it is important to still post a message announcing that an update will be released once more information has been gathered.
“America loves a comeback, it’s our favorite addiction.” Companies, countries, and celebrities all need strong public relations. All three make a living from their interactions with the public. When their relations are better, their bank accounts are fuller. Indeed, the biggest bank account is always an end goal. When their public image has been tainted, it is paramount that a celebrity fix the problem promptly and fully. One bad news story can completely ruin a career.
A perfect example is Tiger Woods. Tiger Woods was a golf prodigy, and was described as one, if not the most successful golfer of all time. Tiger went pro at 20 years old. Tiger broke several records when he won the 1997 Masters tournament. Tiger was the number one golfer from 1999 to October of 2010. However, beginning in late 2009, his kingdom began to crumble.
Upwards of 120 women admitted to having sexual relations with the famed golfer. Following the media explosion following these revelations and his marital conflict, Tiger lost millions of dollars in endorsements. Some companies that severed their partnerships with Tiger include Gillette, AT&T, Gatorade, and General Motors. As a consequence of all the company retractions, shareholders were estimated to have lost roughly $10 billion.
Tiger has never recovered from these events. The bad press continued to pile up and his star has dimmed. His performance has slumped and he has never regained the millions of dollars in endorsements that he once enjoyed. Other celebrities have rebounded from bad public relations and have returned to have extremely prosperous careers. Here are some examples:
Former United States President Bill Clinton: Bill Clinton won his first election as president in 1992 with 43% of the national vote. His lowest approval rating occurred in June of 1993, when he was only favored by 37% of the population. His highest approval rating was toward the end of his presidency in 1998, when his approval rating was over 70%. When Clinton left the oval office, he had a 68% approval rating, matching that of Ronald Reagan and Franklin Roosevelt.
Sixty-eight percent is an astonishing exit rating for someone who was facing impeachment and suffered a widespread cheating scandal during his presidency. So how did Bill come back from such a blow to his public image? By stepping up his political game and manufacturing helpful results, he managed to win over the American public.
Bill Clinton’s presidency enjoyed the longest period of fiscal growth and created over 22 million jobs. It was under his presidency that the U.S. saw the highest percentage of home ownership, lowest unemployment rate since the 30 years leading up to his presidency, and had the lowest crime rate in almost 30 years.
Those are only a few of his remarkable accomplishments following the Lewinsky scandal. Results were what gave former President Clinton the ability to recover his public image. Today, he is well liked by the American people. Hillary Clinton considers him her secret weapon on the campaign trail. For his part, he is paid millions of dollars each year to attend speaking engagements.
Alex Rodriguez: Alex Rodriguez is a 14 time all star baseball player, who has earned three most valuable player titles, and one time world series champion, among countless other accomplishments. A-Rod has been classified as one of the best baseball players in MLB history. Until, it came into question how A Rod accomplished all of those amazing milestones.
In 2009, it was revealed that Alex Rodriguez had been taking illegal performance-enhancing substances. People began to question if those previously earned achievements would have been possible without drugs. Rodriguez admitted to dabbling in illegal substances for two years during his career, succumbing to the pressure to perform.
In the season following the steroids scandal, Alex Rodriguez led his team, the New York Yankees, to a world series win. After that, all was forgiven. As long as a celebrity can have a bigger and more positive media story, no one will remember the bad. Especially when it comes to sports, everyone wants to win.
Today, Alex Rodriguez is still one of the Yankees’ valued player, and a fan favorite. He was able to restore his public image by doing what he is good at, swinging the bat. He announced earlier this year that he will be retiring after the 2017 baseball season. He is expected to break several more records naturally before ending his professional sports career, naturally.
Eliot Spitzer: 54th Governor of New York Eliot Spitzer found himself in a public scandal in 2008. Spitzer graduated from Princeton University with a degree in international affairs before earning his law degree from Harvard. He eventually worked his way to the position of New York attorney general. Eight years later becoming governor of New York.
In 2008, the New York Times released a story documenting an extramarital affair that Eliot Spitzer had with a prostitute. The New York Times disclosed records of Spitzer interacting with the Emperor's Club, a high-end escort service. It is believed that over several years of service, Spitzer spent more than $80,000 on escorts through the Emperor's Club.
Former Governor Spitzer announced two days after the story’s release that he would be stepping down as Governor of New York. After his resignation, Spitzer removed himself from the spotlight. Eliot Spitzer re-emerged into the public eye in 2010 as a CNN analyst. Later, he began his role as a reporter for Slate magazine.
Spitzer was able to successfully reinvent himself. He was able to do this by quickly admitting his wrong, apologizing, stepping away, and starting new. Although he will most likely never hold a government position again, he does have a successful career now. His opinion is still respected and people are willing to forgive him.
Technology can help or hinder a celebrity’s public image. One slip up and it is plastered all over every news outlet the next morning. But, it can also be a great recovery tool. Social media allows celebrities to attach positive media to their name after a public relations mishap. Social media can also be used to calm the public. Following a public relations blunder, a celebrity can broadcast their apology directly on several different platforms, or their side of a story. If a celebrity is in trouble, he or she may hire a public relations team to work as internet fixers. The team would filter google, stop bad stories from being published, and assure that only positive stories regarding their client will be seen.
Just as many people expect holiday-themed decorations and events around each holiday, you can expect holiday-themed advertisements and campaigns. Most popular is a Christmas theme. Ads posted in November and December all have a touch of Christmas magic. During the holidays, public relations companies need to flood the media with ads and announcements.
Companies need to capitalize on the thrill of the season. Executives assume that consumers are distracted with the holiday hustle and bustle, but in reality customers are most exposed to advertisements compared with any other time of year. Here are ways public relations companies use the holidays to an advantage:
A year in review. Year-end wrap-ups would be very attractive for current and potential clients. It is helpful for clients to see the progress their company has made throughout the year. The year in review could be sent through video, card, or booklet.
The review allows your company to highlight your company's most recent achievements and promote upcoming events that your company has planned. As the recent surge of franchise reboots has proved, people love nostalgia. Giving clients and employees the opportunity to remember the biggest moments from the year will make all involved feel good about the work done and your partnership with the client.
If the last year was not a great one for your company, year-end wrap-ups are a way to explain yourself. This is a platform to communicate directly with your clients and workers where you went wrong and how you are going to fix the problems. It is better to be upfront with your issues, rather than act as though they do not exist. Once you have explained yourself, you can paint a brighter picture for your future.
Having Christmas Spirit. It is extremely important to capitalize on the season. It is the most wonderful time of the year, and it only happens once a year. The holiday season presents many unique opportunities. Everyone is excited about the season; it helps if your company is, too. Posting themed material and engaging in special activities allows you to remain relevant.
The simplest things can keep you in the loop. The smallest gesture, such as tweeting “Merry Christmas,” can send a message to your clients that you care. Sending a company holiday card can show you care, too. Changing your cover photos and backgrounds on all social media platforms to fit the season can be of great use. For example, DELL turned its simple circular logo into a Christmas ball ornament.
Even though it is was controversial, Starbucks adjusted for the season. The company switched from all white cups to all red cups for the holidays. All press is good press, right? Using holiday hashtags can increase your popularity and chance of customer interaction. Macy’s uses #Macysbelieve to promote its letters to Santa Claus Make-A-Wish Foundation campaign.
Everyone loves presents. Clients are no different. It could be highly beneficial to send out tokens of appreciation for those who support you. Depending on your company, bottles of wine may be appropriate to send to CEOs of some of your larger clients. If you are involved in the retail industry, sending faithful customers special coupons is a good idea. The holiday season is a time of giving. The end of the year is the perfect time to donate. Making charitable donations will better society and improve public opinion.
Preparation. It is easy to assume that during the holiday season customers are less susceptible to advertisements and media. You could not be more wrong. During this time, customers are bombarded with advertisements like no other time of year. Pictures of Santa will be everywhere they go. Christmas carols will be playing in the background everywhere they walk. Buyers will not be able to escape it. This is the time to post and promote as much as possible. This will take lots of planning.
A team will need to be organized months in advance to prepare for the holiday season. This is very common. Planning for the Thanksgiving Day parades begins in early March. Since your pool of reachable people will be so high, the amount of content you have available needs to be high. “More posts means more exposure.” However, more posts mean more work, which takes more time.
The end of the year is also a great time to hype upcoming announcements. Teasing the announcement throughout the holiday season will interest people into remembering you after the holiday season. The announcement should be made after Christmas, heading into the new year. This time could also be used to promote big events planned for the new year.
A radio station once teased all holiday season that it had a HUGE announcement underway, unveiling tiny hints each day throughout the season. Finally, after Christmas the radio station announced it would be changing the station name beginning in the new year. The station took advantage of the increased amount of listeners during the holiday season, hoping seasonal listeners would flow over into the new year, with the new brand.
Community Involvement. There is no better time to interact with the community than during the holiday season. Every weekend there is either a tree lighting, children’s choir concert, Christmas village, ice skating rink, or Santa meet and greet. All of these are opportunities to be seen and heard. As a company, you could either sponsor an event, host a table, hold a toy drive, or anything to make your presence known.
When citizens see that you give back to your community, they will be more willing to do business with you. Having your name associated with something positive can really help a business, even if you are not in trouble. When torn between two companies, a customer may remember seeing you at the recent Toys for Tots event and pick your company over another. It never hurts to go out into the community.