The public has turned to more trusted news sources in the wake of the global pandemic. And more people than ever are paying for news from leading organisations, according to the Digital News Report from Oxford’s Reuters Institute. At a time when we all want to read the latest facts and when we want our information sources to be accurate and unbiased, there is a shift towards trusted news brands such as television news and national newspapers.
To me, this has accelerated a trend that was already happening as the public, confounded by the fake news epidemic, started to look to respected and trusted news sources for information. It’s certainly one reason why many of my clients prioritise gaining share of voice with the global tier one news media such as the BBC and the Economist. This is why my new consultancy is focused on executive communications services in this area, from storytelling techniques to media relations and, in preparation for this, media training, because while a great article in the FT is clearly desirable, it is never easy to secure one.
So what should be front of mind as you prepare for a media interview?
Engaging with the top tier business media, while challenging, is often the holy grail for many communications campaigns. In April, we are hosting free 30 minute one-to one sessions to answer questions on how to handle the media, prepare your spokespeople and what it takes to get cut through in the elite business media. If you want to reserve a slot, please email me at firstname.lastname@example.org.