RIDING THE TIGER

For most people just trying to grab the media’s attention and gain some coverage is the number one goal of their media relations effort.

But for those who have already grabbed the spotlight the skill is to pick and choose the opportunities offered by a hungry media to ensure that only those that have some advantage and progress the cause are taken up.

When Empica helped launch the national charity Afghan Heroes in September we knew it would gain major national attention. After all a charity inspired by mothers who had lost their sons in the conflict could hardly be more topical or have more human interest.

We also warned all involved that we would have to ride the tiger of the media over the next few months.

A whirlwind of activity has followed with the issues surrounding Afghanistan constantly in the media. Of course many television programmes, radio stations and magazines have wanted comment from someone affected by events in Afghanistan creating lots of opportunities for mums of soldiers who have been injured or killed.

But they are not all good opportunities for the charity and the Empica role has been to help select the ones that would help take the charity forward and not just be a wallow in someone’s grief or produce good television and radio.

Good media relations is always about selecting the opportunities, even when you are not so much at the centre of the news agenda. A well chosen feature opportunity or the right story in the right place at the right time is always better than spreading your message far and wide.

It is flattering to have television programmes and producers knocking on your door for comment but dealing professionally with the media when you have something to promote is the key to success – and that means being selective.

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