We know that with its high level of source-receiver engagement, the most effective and persuasive type of two-way communication is interpersonal communication such as one-on-one communication or small group meetings. So why don’t we use it more often? Technology could be an answer. Of course technology has its perks, with one being the convenience of being able to pick up the phone or send an e-mail to reach someone.
Cone Public Relations, located in Boston, MA, stresses that while you can be successful in communicating over via phone or email, there is still nothing like face-to-face communication specifically in media relations, where one must establish a strong relationship with the media, a strong influencer of public opinion.
Account Executive at Cone PR, Jennifer Newberg, provides a few approaches to restore face-to-face communication in media relations:
Deskside Tours: when a brand representative travels to the offices of several outlets a day. Reporters find these convenient because they don’t need to leave their offices and feel comfortable to you in their own atmosphere.
Editor Events: when editors gather in one location to hear an announcement. This format slightly limits one-on-one interaction but still allows brand representatives to speak to a variety of people in one location.
Lunch meetings are always encouraged when a brand wants to create a deep relationship with a reporter or if the reporter is a new contact and the brand wants to build a personal relationship.
Lastly, Newberg reminds us all that for face-to-face meetings it’s important to have any available press materials, key message points, and background information on the reporter including his or her recent stories on hand. In addition, developing a sample Q&A anticipating any questions the reporter may have will definitely be helpful. Always keep in mind the type of media you are trying to reach. If its a high-level business media, a CEO or senior level executive should be part of the meetings. If its a lifestyle editor, an industry expert could be valuable. If the reporter is in high demand, you need to be creative in your meetings or events!
Ashley Portal 