Messages for Recession & Recovery

During this economic downturn, we’ve worked closely with our clients to help them get their messaging right. An article posted on the Daily Dog by Frank Zeccola called, “Words that Resonate in Recession and Recovery: PR Messaging Expert Reveals Phrases and Hot Buttons that Move Publics Now,” featuring Michael Maslansky, CEO of Luntz, Maslansky Strategic Research, addresses this notion. Maslansky explains that there are opportunities to use the right kind of corporate messaging to lead your company out of the recession and into recovery. He stresses that it’s not just about what you say and how you say it. You must also consider how the audience will hear your message and interpret it. You need to put yourself in their position and ask yourself: Is this really the message my audience wants to hear? And will they receive it the way they want to receive it?

Six key areas to focus on moving forward:

• Inspiration vs. aspiration. During the recession, focus on stories of everyday people and what they can achieve.

• Responsibility vs. opportunity. In recovery, the language will shift from responsibility to opportunity. Where are the opportunities? How can we think about upward mobility?

• Stability vs. growth. Today, the language of stability is very important. Emphasize your company's stability and stable results in investment. People start looking for more growth in better economic times.

• Control vs. spontaneity. In a recession, it's about smart choices and control. For example, if a company is pitching a product or issue, they have to offer tools that give you control over finances and expenses. However, recovery is more about spontaneity and the fun choices that make you feel good.

• Jobs vs. careers. Right now, people are worried about whether they will have a job tomorrow. In recovery, they have a career, which is rewarding in ways a job never is.

Fundamentally, what this means is that it is important to strategically craft your corporate messages in order for them to be received in the way you want. Your messages should be relevant to your audience’s point of view. This will not only strengthen your communications platform; it will also allow your messages to be easily understood and remembered. The key messages will be meaningful to the audience which will facilitate a strong and loyal relationship.

Media Interviews - Delivering Your Company’s Message Instead of Just Answering the Questions

What are the best strategies for getting your company’s key messages across in a media interview, while still answering the journalist’s questions?

Media interviews are a great tool for gaining exposure and building your credentials as an expert. When you participate in a media interview, it is important to prepare ahead of time, and part of that preparation should include focusing on your company’s key messages when answering a journalist’s questions.

At Thorp & Company, we offer our clients media training before conducting interviews. Our media training includes preparation for the news interview; an explanation of how reporters work; a media interview checklist; training on maintaining control during an interview; and support on structuring answers and handling intimidating questions.

Preparing for an interview

Part of your preparation should include developing messages and dynamic sound bites that you can use to maximize your interview time. Before an interview takes place, work with your public relations team to develop at least three difficult questions the reporter may ask accompanied by a platform of prepared answers that will accomplish your agenda for the news interview and answer the reporter’s question. It’s also a good idea to have additional material on hand for examples including case studies, surveys, statistics, etc. This will increase your chances of being quoted and add human interest.

Media interview checklist

It is important to develop at least three “must air” points to cover during an interview. These points should reflect the key messages of your company relative to the interview topic. Remember a few strategies: avoid information overload, satisfy and steer the conversation, don’t repeat negatives and if you can’t answer a question then say so, but offer to find the answer if you can and get back to the reporter.

Maintaining control during the interview

A key strategy to gaining and maintaining control during an interview is by building immediate rapport with the reporter. If you can establish a relationship with a reporter, it is likely he or she will be more open to engaging in conversation with you instead of just getting through the interview. Also, remember to stay focused on your own agenda throughout the interview. If you stay focused on the information you want to get across, it will be easier for you to lead the direction of the interview.

Structure your answers and handle intimidating questions

We provide clients with a basic formula for structuring their answers to get the company’s message across: state your message in 30 seconds or less, support it with additional information and illustrate with examples. This concept, used along with strategies for steering the conversation and conveying key points, prepare the spokesperson to get the most benefits out of every interview.

By using these techniques and strategies, you can maintain control of the interview and will have a stronger grip on handling intimidating questions the reporter may ask. If you gain control early, you should be able to recognize an intimidating question and utilize deflectors to steer away from potentially negative conversation.