Public relations, especially when dealing with the media, is both an art and a science. Preparing for that all-important media interview can be daunting unless you arm yourself with some key tricks of the trade. Here are a few key tips that can help any small to medium sized business or organisation breeze through even the toughest of media interviews or press conferences.

United We Stand. A well-defined set of key messages must be defined and memorised, with the complete understanding that these are the only legitimate responses to questions, from the press or otherwise. This controls the content of the information released.

Promises, Promises. If your announcement is sensitive, you can ask journalists to sign a non-disclosure agreement prior to any media interview, which stipulates that any information given to the journalist cannot be released until the agreed-upon date. This controls the timing of the information released.

Who’s On First? It’s your show. You, not the journalist, must run any media interview. That’s something easier said than done. Remember that you’re under no obligation to answer any question that you deem unsuitable or are simply unwilling to answer. This controls the structure of the information released.

Who’s Got Your Back? If the task of maintaining this degree of control — and ensuring total staff compliance — seems too daunting, bring a public relations professional into the loop to be your point-of-contact for press enquiries. This controls the messaging of the information released.

The art of running a successful media interview can be a bit vague. It typically comes from having experience with the press, as well as the result of having established good relationships with specific journalists. Since media novices are, by definition, outside of this circle, you can rely on other sources.

Training. Bring in a public relations consultant to educate the company’s spokespersons in media relations, while stipulating that only the individuals who have been trained speak to the press.

Role-Playing. Take training a step further by actually conducting mock interviews with public relations consultants who have journalism experience.

Public Relations Professionals. Consider handing over all press responsibilities — not just fielding inquiries, as suggested above, but running all media interviews — to a public relations professional. He/she will be ready to take over if things get tricky.
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Blaring out of the DAB radio comes the strident tones of the latest advert wanting to buy my car, entice me abroad with holidays costing less than a soggy weekend in Whitby or announcing that I could be in line for a windfall due to mis-sold payment protection. Their messages are all the more strident and jarring when featured on usually calming radio stations like Classic FM…I used to love this station as it provided soothing background music while I worked. Now, I prefer to have a CD or my IPod playing in the background. Otherwise, and before you say anything -I'm not that old (!) I opt for a ad free station like BBC Radio 3 to avoid these jarring adverts that only want to make me smash the radio to smithereens.

Why do advertisers feel that they now have to blast our eardrums into submission while relaying their messages? I know that I am not alone in identifying a trend for many advertisers to ramp up the volume or even have the actors in their ads shouting down the radio waves at me. One woman actor in an ad for a well-known discount airline even has the audacity to apologise before she starts to hammer out the latest flight and holiday deals at the top of her voice. Her decibels could be a match for any market stallholder, if there was such a contest. And then there's the 'we buy any ***' one. I'm saying no more.

A simple poll of family and friends has found that the vast majority (over 85%) either mute their radios when such adverts come on or else pause and fast-forward them, if online or using a DAB with record feature. Irritation was the overwhelming feeling of family and friends when being audibly assaulted by these broadcasts. 

I realise of course that advertising is the lifeblood of commercial radio but why are commercial radio stations not choosing to weed out adverts that go above a certain number of decibels, that shout at the listener and simply annoy people? What happened in fact to creative advertising and clever adverts? I have yet to see the figures, but I am sure commercial stations such as Classic FM are losing a proportion of their listenership because of their support, to put it bluntly, of noise pollution.

TV advertising is another bugbear but people rather expect that to annoy them and, as I do, they are more at ease with muting or pausing their TVs until the adverts are finished. Advertisers are of course forever trying to come up with ways of getting around this. Shouting at people is a primitive but probably reasonably successful way of attracting attention. Of those people who switch off, mute or change channels or stations, advertisers are obviously still arresting the attention of many listeners who are corralled into action by the messages they hear; rather like a squaddie is by the bossy Sergeant Major blaring orders at him. 

Then there's the furore over the massive number of adverts and annoying 'cross-promotion' in series like Downton Abbey. Around a quarter of each episode’s 90-minute screen-time was devoted to adverts. ITV had effectively sidestepped strict rules limiting advertising to 12 minutes an hour by including 'sponsorship' and promotion of other shows in each break. These cross-promotions are not included in the official tally. I, again like many other people, recorded the series or paused it while I did something else and then tuned in when the adverts could be edited out.

But why don't advertisers come up with cleverer ways of attracting our attention?

What for instance happened to the clever storylines I remember from my childhood? What happened to the Smash Mash Martians, the Gold Blend couple, the Honey Monster, the PG Tips Chimps and the Milk Tray Man? I can think of loads of other memorable examples, as I'm sure most of you can.

Anyone think of any memorable or clever adverts today? I can think of perhaps one or two clever ones... The Meercat / Compare the Market campaign and.....answers on a postcard...anyone?

So, come on advertisers, STOP shouting at us and instead put your thinking caps on, and START to make us smile or otherwise entertain us with your brilliance, if you still can.

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To achieve the best possible results:

·      Identify any natural opportunities for PR: for example, new product launches, new premises, new employees, milestone events.

·      If nothing springs to mind, consider creating PR opportunities: for example, holding an open day, commissioning a survey, running a competition or sponsorship.

·      Investigate other opportunities, such as submitting articles or letters for publication, supporting local events, or offering yourself as a public speaker.

Do:

- set clear objectives

- target relevant media and build relationships

- create a sustained flow of PR opportunities

- deliver a clear and succinct message  

Click here for our press releasing packages.

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Click here to download PDF of this article published in Veterinary Business Journal : 
No. 106 - December /January 2012
Heading : Public relations
Author(s) : MARIE CARTER
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A County Durham vet has been named as 2012 President of the Royal College of Veterinary Surgeons (RCVS), the regulatory body of veterinary surgeons in the United Kingdom, subject to ratification by the RCVS in March 2012.

Jacqui Molyneux, owner and Principal Vet at the Prince Bishop Veterinary Hospital in Leadgate near Consett, will take over the reigns of office of the organisation, which was established in 1844 by Royal Charter, from current President Dr Jerry Davies, a European Veterinary Specialist in Diagnostic Imaging, in July 2012.

Jacqui has run her successful five-vet practice in Derwentside since 1984 and this year opened the practice's second surgery at MyPetStop in Washington. She has been a popular and influential proponent of change and innovation in the veterinary profession for many years.

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NORTH DURHAM MP Kevan Jones is calling for an urgent re-think on rail services after trains to Chester-le-Street were cut in the new East Coast Main Line rail timetable, which came in to effect on May 22nd.
    
Kevan Jones MP for North Durham, an ardent champion of local rail services, commented: "I am not asking for more trains to run on the busy East Coast Main Line, but I just wish more of the existing services stopped at this large market town.

“We know that the new service stops at 24 past the even hour going south and 55 past the odd hour going north. Why can't they all stop to give an hourly service through the day?”  
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A dog show and family fun event staged at Hardwick Park near Sedgefield has raised £1600 for a local rescue charity.

The Stray Aid Gala Day, organised by Stray Aid Rehoming Centre in Coxhoe, attracted an entry of 107 animals and raised £1600 which will help fund Stray Aid’s vital work, including its rehoming and treatment centre and its animal ambulance.

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A County Durham veterinary practice has positioned itself at the sharp end of veterinary technology after becoming the first vets in the North East to offer keyhole surgery for a variety of procedures including spays, tumour detection and biopsies.

The Prince Bishop Veterinary Hospital in Leadgate near Consett has joined a select list of one of only 27 veterinary practices in the UK to provide the technology. 
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