Maximizing Media Coverage:Media Training for Executives

Amanda LeePublic Relations ManagerTech Data Corporation

Agenda

• Company Overview

• Executive Media Training

• Origination and Maximization of Press Opportunities

• Important Elements for Media Interview Preparation

• 10 Commandments of PR

Tech Data Corporation

Quick Facts

• Headquartered in Clearwater, FL

• Sells over 150,000 IT products

• Employs more than 9,000 individuals worldwide

• Generated $26.8 billion in net sales in FY14

• Ranked No. 111 on the Fortune 500®

• Named one of Fortune’s “World’s Most Admired Companies” 

Executive Media Training

Start with the basics• Difference between earned

media and paid media• Value and role of Public

Relations

Is It Newsworthy?

News released must be

• Fresh

• Unique

• Relevant

• Position your company as the industry leader

Does PR Stand For Press Release?

Set Company PR Goals:

• Create, maintain, and protect the organization’s reputation

• Enhance its prestige

• Build trust in the marketplace

• Present a favorable image

• Change behaviors

Does PR Stand For Press Release? PR = Public Relations

NO!

PROACTIVE vs. REACTIVE

Getting in front of the news and positioning it yourself is the best approach!

• Work with the appropriate executive team member to determine the best response to issues you do not wish to discuss.

• There is no room for “No Comment”

Building RelationshipsMaintain relationships with editorial and reporter contacts to communicate company developments and obtain coverage in print and online.

October 7 – October 11, 2013

Stay current on what’s being said about your company and share news

with employees/executives every week

Targeted Media Outlets

NATIONAL

Targeted Media Outlets

TRADE

Targeted Media Outlets

LOCAL

Origination and Maximization of Press Opportunities

STEP 1

Communicate the PR Process

Stakeholder or PR gets an idea

PR vets idea and obtains important information from Subject Matter

Expert

PR sets up meeting with

stakeholder to discuss pitch

PR provides communications

plan

Press Release

Social Media Outreach

Media Outreach

Media Interview Planning

STEP 2 STEP 3 STEP 4

Considerations:

Press release approvals can take up to 10 business days when

gaining approval from an outside vendor.

When uploading a press release on Globe Newswire, it will cost the company $396 per upload.

• Provides necessary information to draft a press release.

• Must be filled out by the SME within the business unit seeking press.

With every press release, seek to include a quote from a partner who will advocate and add value to the

release and promote the story.

Press ReleasesNews-worthy developments range from new division launches and expanded program/services offerings to new business partner agreements and personnel changes.

TIMING

FEES

PRODUCT BRIEF/NEW VENDOR COMMUNICATIONS

PARTNER/ADVOCATE

Media PitchReleasing news that naturally aligns with existing news coverage.

Sandy Hook Elementary

• Build relationships• Branding• Learning• Share exciting news• Associate recognition• Community relations• New products• Event recruitment• Staffing opportunities

Social Media

Disclosure PolicyRepresents a public company’s commitment to full, fair and consistent disclosure and to maintain realistic investor expectations as best as possible

WHAT

WHO

WHEN

HOWtopics should not be disclosed unless publicly announced via a press release and 8-K filing

in the company can discuss material information with the public

certain news can be disclosed

to deal with material information that

may leak out

Important Elements For Media Interview Preparation

The Right People

Think through the expertise of your executives when determining who is the best authorized spokesperson for

the announcement.

The Reporter’s Perspective

• Reporters may be unfamiliar with your industry

• Our responsibility to put things in perspective

• Find common ground

• Compliment past articles

• Lend reporters your expert opinions to give credibility to their articles

Availability

It is vital that the spokesperson is available on the day of an announcement – or lose the opportunity to get coverage!

5 Tips For When A Reporter’s Deadline Is Minutes Away

1 Be fast.Contact PR immediately in order to coordinate a response to the media inquiry.

5 Tips For When A Reporter’s Deadline Is Minutes Away

1 Be fast.

2 Be gracious.We’re working on the deadlines of reporters and timeliness matters more than ever.

5 Tips For When A Reporter’s Deadline Is Minutes Away

1 Be fast.

2 Be gracious.

3 Respond quickly.Encourage executives to share opinions on breaking news and how your company can align with it. Once a story breaks, coverage tends to subside within the hour.

1 Be fast.

2 Be gracious.

3 Respond quickly.

5 Tips For When A Reporter’s Deadline Is Minutes Away

4 Be compelling and unique.If your point-of-view is the same as everyone else, it will likely get cut.

This way…

1 Be fast.

2 Be gracious.

3 Respond quickly.

4 Be compelling and unique.

5 Tips For When A Reporter’s Deadline Is Minutes Away

5 Be Helpful.If a reporter asks for commentary outside the spokesperson’s area of expertise, PR will find the right resource.

Briefing Materials

Briefing Materials Key messaging Potential questions Background on the reporter

Information about the publication Logistical information

Prepares both the spokesperson and the reporter prior to the interview, providing any necessary information to ensure a successful interview.

Messaging• Understand key audience

• Drive 2-3 key messages

• Spokesperson is in control of the conversation

• Explain any industry-specific terms that reporters are likely unfamiliar with

≠ “DO NOT PRINT”

“OFF THE RECORD”

AND…

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?

?

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?

Tech Data Rocks!

Prior to conducting a media interview, think of relevant

customers who can help reiterate your company’s message and

complete the story you are seeking to publicize.

Advocates

The Ten Commandments of PR

1. Thou shalt not lie to a reporter

6. Thou shalt speak with authority and confidence during a media interview

2. Thou shalt not disclose margins

3. Thou shalt not share trade secrets

4. Thou shalt not come to a media interview unprepared

5. Thou shalt not delay when contacted for a media interview

7. Thou shalt develop and stick to 2-3 key messages during a media interview

8. Thou shalt not volunteer information unprompted

9. Thou shalt not sell to a reporter

10. Thou shalt control the conversation

1. Thou shalt not lie to a reporter6. Thou shalt speak with authority and

confidence during a media interview2. Thou shalt not disclose margins3. Thou shalt not share trade secrets

4. Thou shalt not come to a media interview unprepared

5. Thou shalt not delay when contacted for a media interview

7. Thou shalt develop and stick to 2-3 key messages during a media interview

10. Thou shalt control the conversation9. Thou shalt not sell to a reporter8. Thou shalt not volunteer

information unprompted

And the unofficial 11th commandment…

“Off the record” does not exist when speaking to a reporter!

Thank You

“Some are born great, some achieve greatness, and some hire public relations officers.”

– Daniel J. Boorstin

Amanda Lee

Email: amanda.lee@techdata.com

Contact Number: 727-538-5803

The Difference In Distribution

The Ten Commandments of PR

1. Thou shalt not lie to a reporter

6. Thou shalt speak with authority and confidence during a media interview

2. Thou shalt not disclose margins

3. Thou shalt not share trade secrets

4. Thou shalt not come to a media interview unprepared

5. Thou shalt not delay when contacted for a media interview

7. Thou shalt develop and stick to 2-3 key messages during a media interview

8. Thou shalt not volunteer information unprompted

9. Thou shalt not sell to a reporter

10. Thou shalt control the conversation

And the unofficial 11th commandment…

11. “Off the record” does not exist when speaking to a reporter!