COPYWRITER 057: How to structure your key messages and win media attention
Jul 9, 2023
auto_awesome
Theresa Miller, seasoned journalist and media guru, shares insights on structuring key messages for media attention and the importance of being able to describe your job to your family. They also discuss the significance of focusing on end results in copywriting and the challenges faced by women in getting their message out. Join their copywriting community for more inspiration.
Using structured frameworks like 'PRESS' and Goldilocks can help deliver key messages effectively and control the narrative during media interviews.
To maximize the chances of media release pick-up, follow a formulaic structure, include relevant quotes, target niche publications, and provide additional resources.
Deep dives
Structuring Key Messages: Tips for Effective Communication
When preparing key messages for media interviews, it is important to use a structured approach. One simple method is the 'PRESS' framework: start with a clear and succinct point, back it up with a reason, provide an example, and then emphasize the importance using a 'so what' or 'so why' statement. Other structures include Goldilocks (point, reason, reason, reason, point), past-present-future-point, and point-counterpoint. These structures help you stay focused, deliver key messages effectively, and control the narrative during interviews. Remember to rehearse possible questions, use plain English, and avoid taking the bait or getting flustered. Always have your key messages at hand and be prepared to provide credible and verifiable information to journalists.
Crafting Attention-Grabbing Media Releases
To maximize the chances of your media release being picked up, it is important to follow a formulaic structure. Start with a headline and a concise lead that answers the what, where, when, why, who, and how. Include quotes from relevant individuals that support your story. Keep the release grammatically correct and avoid sounding too promotional or sales-oriented. Target niche publications and trade magazines that cater to your specific industry for better results. Use services like Media Net or specialized networks to reach the right journalists. Provide clear contact information and offer additional resources such as photos or videos to enhance the story.
Helping Women Get Their Message Out
There is a need to empower women to confidently share their expertise and stories with the world. Women often hesitate to speak up and put themselves forward for media opportunities. It is crucial for women to overcome this hesitation and take advantage of media training to sharpen their communication skills. By preparing for interviews, rehearsing possible questions, using plain language, and having key messages handy, women can effectively convey their expertise. Additionally, targeting niche publications and trade magazines provides an opportunity to reach a specific audience and get their message across more effectively.
Overcoming Challenges and Maximizing Opportunities
When dealing with media interviews, it is important to be prepared and avoid common pitfalls. Do not fake statistics, lie, or speculate. Refrain from giving hypothetical answers or putting words in your mouth. Additionally, steer clear of saying 'no comment' as it leaves a negative impression. Correct the interviewer if they present incorrect information or ask inappropriate questions. Use poster notes to have key points and statistics at hand during interviews. Remember that mistakes and nerves happen, but with practice and proper preparation, anyone can excel at media communication.
Theresa Miller is a seasoned journalist and media guru. She possesses a remarkable talent for helping individuals master the art of media storytelling. With an impressive background working for prestigious news organisations like Good Morning Britain, Sky News, and CNN, Theresa now shows business experts how to leverage the media and share their stories with the world. If you would like to learn how to get your story out the world, win the attraction of a journalist and get the attention your story deserves, this is the podcast for you.
