The Benefits of Being a Media Commentator
Many organisations focus on gaining media coverage by proactively approaching journalists with their own news stories. However, they often overlook the benefits that come from positioning spokespeople as industry experts and commentators.
Print and broadcast media are always seeking industry commentators who can provide clear explanations or expert advice on current news stories. Becoming a media commentator presents a valuable opportunity for spokespeople to build their personal brand and enhance their organisation’s profile in the media. However, this role requires preparation and a strategic approach to get it right. Here are our top tips for making the most of this opportunity.
Know Your Target Media and Audience
Before stepping into the role of a media commentator, it’s essential to think about your target media outlet and its audience. What expertise or guidance can you offer that will truly add value? You need to be able to provide insights that are relevant and useful to the media outlet’s readers or viewers.
Plan Ahead for Key Events and Themes
A proactive approach is crucial for media commentators. Consider upcoming events, such as the Autumn Budget or the introduction of new industry regulations, that you can comment on. Planning ahead ensures you are prepared and can position yourself as a knowledgeable voice when these topics are covered in the media.
Collaborate with Your PR Team
Work closely with your PR or communications team. They can help guide you on which media outlets to engage with and when. Your PR team can also assist in refining your message and timing your media outreach to maximise impact.
Prepare a Clear and Concise Message
Before any media appearance, think carefully about what you want to say. What is the overall message, and what do you want the audience to think or do by the end of your interview? Being clear and well-prepared will help you stay focused and ensure your message is understood.
Communicate Clearly and Avoid Jargon
As a media commentator, your role is to help people understand what is happening in your industry and how it affects them. You need to explain things in a clear, concise, and simple way. Avoid using industry jargon that may confuse the audience, as clarity is key.
Avoid the Hard Sell
It’s important to avoid language or content that comes across as overtly promotional. Selling your organisation too strongly won’t be well received. Instead, aim for the “subtle sell” by demonstrating your expertise and providing valuable guidance. This will naturally position you as a trusted expert without seeming like a marketing pitch.
Prepare for Difficult Questions
Even though the media seeks your expertise, it’s essential to consider any tricky questions that could arise. Journalists may not intend to trip you up, but it’s wise to think ahead about how to respond to difficult questions while staying calm and focused.
Rehearse Before the Interview
Before any media appearance, take time to rehearse. Warm up and get in the right mindset by practicing your delivery with your PR team or colleagues. Rehearsal will help you feel more confident and ensure that your key messages are delivered effectively.
Invest in Media Training
If you haven’t undergone formal media training, it’s highly recommended that you set aside time for coaching before any media engagements. Media training is the best way to ensure you are fully prepared for interviews and other media opportunities, allowing you to refine your delivery and improve your performance.
Build Lasting Media Relationships
If you can help journalists or reporters explain complex topics to their audience, you’ll become a valuable resource for them. This can lead to repeat invitations to comment, helping you build long-term relationships with the media and increasing your exposure.
If you want to win coverage by becoming a media commentator in your industry, Bluewood Training’s media courses are an excellent place to start. We will help you think about your message, clarify your delivery, and rehearse your performance in realistic simulations. Get in touch with us to learn more about how we can help you succeed as a media commentator.
