There are laws, regulations, rules, conditions, marketing rules, principles, etc. in communicating with the media, most companies will adhere to the rules of conduct. This is also expected of a company and also that the company is open and transparent in communication.
In positive developments, communication with the media is more of a sales story, where the product and the image of the company can be strengthened.
In the event of a negative development, it is extremely important that the attitude, choice of words, appearance, openness and transparency are given the right attention. But the determining factor is the type of problem to know whether the factors mentioned should be made public. Facts, of course, because they can be proven. Unclear or pending matters should be treated with caution. For example, there are a number of factors that fall outside the fixed values and the PR rules must be formulated slightly differently.
Media investigations
Media investigations can be advantageous or disadvantageous. It is therefore important to sort this out. And if it's to your detriment, don't participate in it. And if all the facts are not yet known, keep the media at a distance. Otherwise you would have to say 'I don't know' and that certainly hurts. However, when it comes to a crisis situation, presence and openness may be of vital importance.
Half news
Media loves news. But that news must have substance. No news, no publication. Yet there are companies that still like to be in the spotlight, even if they do not have enough substantive information about that news. If it is published anyway, its effectiveness is minimal and even harmful. So tell a good story and don't tell anything else.
Uniqueness
Placing a new product on the market according to all existing rules and tactics will not catch on so quickly. The reason for this is that the uniqueness of the publication method is used daily by marketers. It is less noticeable unless you can link the uniqueness of the product to a specific story or another product or to product comparison with competitors.
Promotion
The normal procedure of promoting a product is ignored for a moment. The product must be marketed properly. Another approach is to go dual in the promotion phase. First offer the content and product to influential media and influencers. Please mention that they have the exclusive offer. For them that means that they have the scoop. This will then be followed by broad deployment in the market through all available channels.
Spokesperson
As a company you can have your own media spokesperson. He can always act for the company. But the credibility of the media spokesperson, especially if he/she appears in the news more often, can decrease. High time to involve an external expert. Its value is further increased if the expert is also perceived as such by the public.
