When he was done and looking rather satisfied, I said, “Now tell me again without mentioning your product or company.” I’m not sure I’ve ever seen an executive look so confused and I had to laugh. What I was asking of him was so completely counter-intuitive to what he thought the purpose of the interview would be. Why shouldn’t he discuss the product, isn’t that why companies do media interviews – to create another sales channel? Oh, how misguided!
Photo Credit: STT |
I'm not saying that your company and its solutions should never be mentioned. But I am saying that solely focusing on them provides little value to a journalist and their readers. Instead, focus on thought leadership – the ability to discuss industry trends, issues and news in a manner that shares your expert counsel. If you focus on this, you will build a better relationship with the media and the coverage you generate will position you as a valued resource for your customers.
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