How to secure media interviews for executives
When an executive steps in front of the cameras, they are the voice and face for their entire organisation.
These high-stakes moments – whether broadcast interviews, print features or digital media appearances serve as powerful opportunities to shape public perception of your brand and business and you only have one opportunity to make it work.
Often behind each of these headlines is a PR team which is using many tools to secure these media opportunities for executives. Tools such as story pitches that resonate with journalists and their audiences, strong media relationships, and resources that make it easy for journalists to write and publish your story.
For over a decade, Adoni Media has been securing executives voices in top-tier publications and television and radio news programs, and we have a very simple yet strategic formula that consistently delivers media opportunities for our clients. Here are our top tips to position your executives as ’go-to’ commentators as well as trusted and credible industry leaders for journalists.
Perfect your pitch
Between rapid turnarounds and endless deadlines, journalists simply don’t have time for stories with complicated messages and no clear direction.
In fact, pitches lacking focus usually are on a fast-track to the delete folder. Start your media outreach with a goal, remember precisely what type of coverage you’re aiming to secure, and always have the next step in mind.
That said, be aware of over-rehearsed messaging. A perfectly scripted statement might seem polished on paper but often comes across as robotic when delivered.
In other words, having your executive undergo Media training before you launch a new product or service, or the announcement of a new development, is the perfect way to help them become clear, concise and confident spokespeople. And if you have multiple executives undergo media training, you’re covered if your main spokesperson isn’t available, or they become unwell on your all-important media day.
Journalists are looking for an expert who they can trust and who offers credible opinions on issues and knows how an interview plays out.
Build relationships with journalists
While connections aren’t everything, they certainly help and go a long way towards your story being heard by your target audience as well as the wider community.
Having a network of journalists who you know personally and can call at a moment’s notice is a huge advantage.
At Adoni Media, our team of high-level PR professionals is made up of former television and radio news journalists, war correspondents, political correspondents, media advisors, and corporate specialists who bring insider knowledge to every pitch.
We understand what makes a journalist say “yes” to story ideas because we’ve been on the receiving end of thousands of pitches ourselves, and, sadly, most ended in the bin.
If you don’t have those personal contacts in your phone, focus on establishing respect with each journalist you approach. Invest your time in familiarising yourself with their work and writing style.
When you approach journalists with pitches that genuinely complement their interests and editorial direction, you become a valuable resource. Don’t just tell them your executive has something to say – show them exactly how those insights will resonate with the journalist’s audience. And importantly, know what that audience is.
Provide valuable media resources
As they say, never show up empty handed – equip the journalists with everything they need to run the story and secure your executive’s interview.
By having audio grabs, video news releases (VNRs), or better yet, a complete media kit ready to share, you’re making a strategic investment for your executive.
As a team of former journalists, Adoni understands that newsrooms operate with limited resources and tight deadlines. When you provide ready-to-air content, you’re not just pitching a story – you’re delivering a solution that makes it easier for the journalists to tell your story.
If you would like to discuss PR opportunities, reach out to Adoni Media through the ‘Contact Us’ button below.
Let the Adoni Advantage be your advantage.
