YOU ARE THE MEDIUM

Insights and Guidance for Working with Media Professionals / for Chartered Business Valuators

New Brand / New Opportunity

• The CBV brand has been refreshed

• CBV brand messaging is locked in

• National media coverage is starting

• Board representatives have been media trained

Now it’s Your Turn

• Leverage national exposure locally

• Message continuity is critical

• Media Comfort vs. Media Combat :-)

• Reaching out in your community

What is Media?

• Newspapers, magazines

• TV, Radio

• Social / Online

Usually moderated in some way and more credible than 'paid' advertising

What's Changed?

• Number of options, channels, access points

• Self-initiated media (blogs)

• Clutter, fragmentation, noise, ethics

• Convergence

Why does Media Training Exist?

• To increase comfort

• To optimize message breakthrough and consistency

• To increase leverage in a convergent world

• To avoid disaster

What can go Right?

• A revolution begins

• Market share growth

• Trusted source status

• Increased profile and influence

• Increased margins

What is Media Relations?

• A distribution channel for your story

• An exercise in earning trust

• Continuous seeding and nurturing

• Newsworthy

What is Media Relations NOT?

• Spin

• Your personal news outlet

• Gullible

• Controllable

• Lower on the food chain

Why is it more than just Press Releases?

• The Internet changed everything

• Social media feeds traditional and vice versa

• Everyone is a channel

• Editors are no longer your only media audience

Media Communications Address CBV Challenges

• Low awareness

• Newsworthiness

• Differentiation

• Continuity / consistency

Understanding Media / Journalists

• Consumer focus or trade/professional focus

• Looking to deliver the most interesting story to the widest 'specific' audience as often as possible

• Converging (content is king across channels)

Editors News

Beat General

Special Report Op/Ed

Columnists Freelance

Understanding Media / Journalists

• Journalists are not the enemy

• They want what sells

• They are highly overworked and stressed

• Have kids and families and live by extreme deadlines

Understanding Media / Journalists

• Are not obligated to you or your company/ organization

• Are open to trusting you as a solid source of expertise

• Are urgent – doesn't mean you have to be beyond reason (take five and call back)

• Never respond 'off the record’, off the cuff or in a 'quick' email

Understanding Media / Newspaper

• Practice your key messages

• Always assume you're being recorded

• Never take the interview right away

• Do not be aloof / do not be pals

• If in person, show interest in the person across from you (genuine)

Understanding Media / Magazine

• Magazine stories are often written by freelancers

• They are often in depth

• If you're one of many people quoted, find out who else and delay a bit

• Have longer timelines

• Usually have fact checkers (as do newspapers)

Understanding Media / TV & Radio

• Assume cameras & microphones are always on

• Smile, but not overly - just a hint

• Don't be quick or slick; be yourself(be aware of hands and movements)

Understanding Media / TV & Radio

• For TV, pastels and simple patterns only• Professional wardrobe• NO stripes or checks, whites, blacks or reds• Have notes but don't read• Deliver your entire message in your first response• Avoid cell phone or cordless phone call ins

Understanding Media / Online & Social

• Twitter and blogs, Facebook – everything is public

• Mostly uncensored

• Feeds to traditional media

• Is alive and immediate

• Is where bombs happen

Understanding Media / The Interview

• If you set up a formal interview, it's okay to have notes

• Speak slowly and pause for thought when appropriate, there's no panic

• Use open body language, be professionally relaxed

• There's no such thing as no comment

The CBV Message

• Read the Internal communications documents that were prepared by the CICBV

• Read Uncertain Value / The Price of Change (CBV White Paper)

• Read the press release and the quotes by both Farley Cohen and Eleanor Joy

• Consider how the messages of the White Paper are relevant to your city or town (or segment)

Stay as close to the message and the new CBV brand story as you can without sounding forced or contrived.

The CBV Message:

We created a year-long study to better understand how Canadian business leaders are coming out of the recession and rebuilding the value of their businesses.

We Learned:

1) The recession and slow recovery fundamentally altered key management practices like forecasting and due diligence.     

We Learned:

2) The pending succession boom is expected to further erode trust and access to corporate wisdom. Over 50% of business owners and leaders admit to not being ready.

We Learned:

3) The people who run Canada's companies are widening their circle of outside advisors to rebuild certainty in their business activities.

We Learned:

• Looking back and looking forward has changed

• Trust needs work/ due diligence required

• Succession planning is about more than ownership (it's about leaders and relationships too)

• New expertise and independent advice is required

Understanding Media / Bridging

• Never dodge a question• Answer in 8 seconds or less• Always bridge back to your messages;

acknowledge, change topics, respond

Stay on Message Regardless of the Question...

What will happen with the economy?I'm not sure - what I do know is the leaders in our study are working without forecasting...

What do you think of (LOCAL POLITICIAN'S) stance on business taxes?

Before we go there, I can tell you what local business people think based on the research...

The Local Strategy

• National media is running this June.

• You're invited to use the enclosed media kit and sample release to generate local news coverage for your name and expertise.

• PowerPoint presentations have also been supplied.

Summary

• Read white paper

• Study 3 key messages

• Learn to bridge questions

BE CERTAIN.

BE THE MEDIUM.