Media training: perfecting your brand message in an interview 

In our media training workshops, we will often get through an entire practice interview without a single mention of the organisation, or product the interviewee is there to talk about. When you have questions being fired at you it’s easy to forget exactly why you are there.

Even more surprising are the number of people we’ve worked with who have struggled to articulate exactly what their organisation does!

So how do you ensure your brand message comes through? Here are some tips to help with your interview preparation.

  1. Who are you/your company?
    Who you are may relate to your vision and mission. Who do you want to be and how do you plan to leave your mark? These messages embody the core of your being, your values, and your competitive advantages.
  2. What do you do?
    In basic terms, clearly and succinctly articulate what product or service you offer or provide to your clients. This isn’t a sales pitch so stick to the facts.
  3. What benefit do you bring to the audience?
    Tell it as if someone else, an objective third party, was sharing it with a friend or colleague. It’s easier to trust that third-party voice, and it’s the same voice journalists write in, so it may help your story get picked up if your message is well-crafted.
  4. What evidence do you have to support your position?
    This could be in the form of awards, recognition or testimonials from your best clients. Anything you can offer to validate your claims will enhance your credibility.

Once you have the messaging developed, it becomes your bible to inform and influence all content development, from your website to a media kit and the boilerplate of press releases. It will also play into advertising content, if you place paid media. So now there’s a consistent voice across all platforms: earned (editorial), owned (website and social media) and paid (advertising).

 

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