Take the Interview

By Rachel Kerstetter, PR Architect, Sonnhalter

It’s time when we start thinking about New Year’s Resolutions. Which means we’re making plans to improve ourselves over the coming year, as well as improve our marketing efforts.

Here’s a PR resolution for your organization this year: Take Every Interview.

Every time you have an interview request from your local media or trade outlets, take it.

One of the biggest frustrations for a public relations practitioner is turning down editorial opportunities. An editor of a trade publication that we work with regularly at Sonnhalter told me this week that one of his biggest struggles is getting companies to take advantage of editorial opportunities with the magazine.

Organizations are doing a lot more on the marketing front, but with fewer people. The same goes for the publications we work with most. That actually provides us with more opportunities to exercise thought leadership and get our organizations’ names in front of our audience.

Opportunities are turned down most often because someone doesn’t “have the time” to do it.  In reality, it’s not a lack of time that’s the problem, it’s simple busyness. The things that we say we don’t have time for are the things we aren’t making priorities.

If earned media coverage is important to your organization’s communication goals, make opportunities to contribute priorities.

Challenge yourself in the New Year to stop saying, “I don’t have time.”  Evaluate where you spend your time and find the time and say “Yes” to opportunities.

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