Getting a media interview is a huge opportunity to get attention for your company, however, if you are only presenting one spokesperson, you’re not making the most of this opportunity. Look to present two other people who could also talk to media.
As you might expect, the primary spokesperson should be someone from your company or organization. That would be ideally the head of the organization, someone such as the president, CEO, or executive director. This person is the face of the organization, and it’s good optics to have him or her front and center. In fact, the media will expect to speak to someone of that seniority. If that person is not available, then a similarly senior manager, such as a vice president, would also work.
The other two spokespeople that you should have are people who are not inside your organization. It’s all fine and good if you say that you’re great but having a third party say that you’re great boosts your reputation in a big way.
The second spokesperson to present should be an expert within your industry. This could be an analyst, someone who professionally reviews your industry full-time, or it could be a professional, such as a doctor or an engineer. By having someone talk about your company within the context of your industry, some context is offered for what makes your company or product great, or what makes you interesting or different.
The third spokesperson you should offer is a customer who is completely thrilled with your product or service, and can talk about your product or service’s benefits. Sometimes people can be a little bit reluctant to speak to the media. A good way to encourage participation is let customers know about what’s in it for them. Let them know that there is an opportunity to gain media exposure for their own company or organization that can help encourage them to do an interview.
By using these three spokespeople, you will not only present some insight about your company or product but you’ll enhance your reputation with third party spokespeople who can vouch for your greatness.