By Heather Ripley
Most contractors never think about how important having a trained media team is until they are faced with a business or image crisis.
The thought of dealing with the press when you are going through one of your company’s worst times can be harrowing for even the most outgoing people.
While it is important to have a solid crisis public relations strategy during a disaster, the fact is that it’s important that your company have people trained to talk with the media, even when times are good.
A good PR partner will be able to train your staff on how to talk with the media comfortably during uncomfortable times.
Building Credibility
For most home service contractors, your reputation is one of the most important selling points you can have. If you’re known in the community as an honest service company that readily provides tips to homeowners, you will be seen in a positive light.
Just like a squeaky wheel gets the oil, a home service company that regularly provides timely and informative press releases on how to make your heating system more efficient or provides tips to keep a home safe from carbon monoxide leaks will get noticed by your local media. Keeping your name top-of-mind means that the media knows who to call when they need a quote from a home service professional ahead of bad weather or after a crisis.
While a PR team can help you craft the releases that get you noticed, you will want trained spokespeople from your company when it comes time to appear on camera.
Controlling the Narrative
If you’ve ever been interviewed by a reporter, you know that sometimes the questions may seem challenging or off topic.
We’ve all seen interviews that go “off the rails,” and the interviewee says something that can be misconstrued or taken out of context.
Your public relations partners should be able to help you prepare to answer questions in a way that informs but also keeps you on message. You don’t want to write out a script—that can make you sound boring and non-responsive. But you do want to steer conversations so that you’re able to speak confidently about what you know.
Once you have learned some tips, you need to practice them so you are able to stay on message.
Have a trusted coworker or friend ask you questions on camera and then review your interview. If you wander off topic, talk too much, fidget or say, “um,” too often, keep practicing until your interview style is tight.
Making Every Opportunity Count
The most important thing to remember about media opportunities is that they are always a chance to talk about your business to new audiences and potential clients.
With this in mind, here are a few quick tips to make your interview more compelling:
- Answer in full sentences. Nothing is duller than to watch an interview where their only response is “yes” or “no.”
- Talk in sound bites. The media always likes to use a full quote. In order for your comments to always be taken in context, speak as though your words will be a sound bite.
- Say your company name. You don’t want to be too obvious, but if you say sentences like, “At XYZ Plumbing, we…” then complete your thought, you will be able to keep your name top-of-mind.
- Remember that you’re the expert. The media came to you because you know your stuff. Practice, prepare and be confident.
Heather Ripley is founder and CEO of Ripley PR, an elite, global public relations agency specializing in the franchising, skilled trades and B2B tech industries. Ripley PR has been listed by Entrepreneur Magazine as a Top Franchise PR Agency for seven consecutive years and was recently named as one of Newsweek’s America’s Best Public Relations Agencies for 2024. Heather Ripley was recently named as a 2024 PRNews Top Women honoree in the business entrepreneur category. She is also the author of “NEXT LEVEL NOW: PR Secrets to Drive Explosive Growth for your Home Service Business,” which is now available on all audiobook platforms. For additional information, visit www.ripleypr.com.
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