Developing stakeholders and clients as top-of-mind sources for media is a strategic approach that can elevate a brand’s visibility, credibility, and thought leadership. By positioning key individuals within an organization as go-to experts in their respective fields, companies can attract media attention and shape public perceptions.
Clear selection criteria
Identify individuals within the organization or among the clients who possess in-depth knowledge, expertise, and the ability to articulate ideas effectively. Consider factors such as industry experience, communication skills, and media presence.
Diversity of perspectives
Select spokespeople from various departments or roles to provide a diverse range of perspectives. This can enhance the overall credibility and relevance of a brand’s voice in the media.
Content creation
Encourage stakeholders and clients to contribute to thought leadership content. This could include blog posts, articles, whitepapers, or research studies that showcase their expertise and insights.
Public speaking opportunities
Identify and secure speaking opportunities at industry conferences, webinars, or panel discussions. Public speaking engagements position individuals as authorities in their field and offer exposure to a wider audience.
Effective communication skills
Provide media training to key spokespeople to enhance their communication skills. This includes techniques for delivering clear, concise, and compelling messages, as well as handling interviews and press interactions.
Message consistency
Ensure that key messages align with the overall brand narrative. Consistency in messaging helps build a coherent and recognizable brand identity.
Media outreach programs
Initiate targeted media outreach programs to establish relationships with journalists. Regularly share relevant industry updates, insights, and story ideas. Building rapport with journalists increases the likelihood of the spokespeople being considered as sources.
Networking events
Encourage participation in industry events and networking opportunities. Face-to-face interactions with journalists provide a platform for building personal connections that can extend beyond email exchanges.
Optimized LinkedIn profiles
Ensure that key spokespeople have well-optimized LinkedIn profiles. This includes comprehensive bios, professional headshots, and regular updates that showcase their expertise and engagement in industry conversations.
Content sharing
Encourage sharing thought leadership content on social media platforms. Actively participating in relevant discussions online helps to amplify the reach of their insights.
Establishing clear protocols
Develop clear protocols for handling media requests promptly. Timely responses demonstrate professionalism and increase the likelihood of being featured in media stories.
Media inquiry point of contact
Designate a specific point of contact for media inquiries. This ensures that requests are directed to the appropriate spokesperson and facilitates a streamlined communication process.
Staying informed
Encourage stakeholders and clients to stay informed about industry trends, emerging topics, and current events. Proactively offering insights on timely issues positions them as go-to sources for media seeking expert opinions.
Media monitoring
Implement a media monitoring system to track relevant industry conversations. This allows spokespeople to align their messaging with ongoing discussions and contribute valuable insights.
Industry recognition
Nominate key spokespeople for industry awards that recognize expertise and leadership. Winning or being nominated for awards enhances credibility and attracts media attention.
Showcasing achievements
Highlight individual and organizational achievements through press releases, interviews, or feature stories. Positive coverage reinforces the reputation of the spokespeople and the brand.