Instead of New Year's resolutions that fall by the wayside by February, when it comes to your firm, how about making some resolutions you can commit to and see results from?
Have your media interviews been mediocre? Perhpaps you're not getting the results you'd hoped for? With a new year comes a new plan and preparation is essential.
If your company can’t articulate a clear, concise value proposition, stop right here. Without this critical first step, there is no story to be told. Your face to the market will be undifferentiated at best, possibly even confusing. It’s time to take a step back, evaluate the strengths of your business philosophy and technology, the unique attributes of your products or services and the distinct advantages you offer to your target market. Once you’ve got that nailed down, let the interviews begin!
When you’re called to do an interview, you’ll expect the reporter to ask the questions. You may even get them in advance. But that’s their story —not yours.
To accurately and fully answer those questions, be sure you have your story internalized. This will allow you to cast your answers in a way that puts your company in the best possible light. Not sure how to bridge from the question asked, to inserting information on your fund? Bridging is just one valuable technique that can help you take control in an interview.
Whenever possible, ask the journalist what his/her questions will be in advance. Some will accommodate your request, giving you time to think through your answers. Others won’t, so instead you should prepare your messages on topics such as:
- Why your company and business philosophy?
- Why your products?
- Why your company now?
- Your track record.
- Recent actions that had positive outcomes.
- The value of your customers, investors or strategic partners.
When you approach an interview with the key messages you want the public to hear at the top of your mind, your chances of delivering those messages go up a hundred-fold.
Consider this scenario, if The Wall Street Journal were to write a story, what would you want it to say about your company, your products, your services? Are your key spokespeople prepared to tell your story consistently and succinctly?
If not, perhaps it’s time for a strategic messaging session. At SunStar Strategic, our intense one day message development sessions take small groups of key spokespeople, and help them uncover the key messages they want to convey to the media. Our executives can help you define who you are and the image you want to convey to the public. These sessions also provide your account executives with an opportunity to get to know you, your firm, and your messages better so they can better represent you when pitching to reporters.
Are you ready to talk?