Communications and Media Relations
The Communications and Media Relations domain tests message discipline, media judgment, channel selection, and spokesperson preparation. Items cover pitching, embargoes, exclusives, corrections, and ethical media relations.
Core rules
- Message mapping links a core message to proof points and anticipated tough questions.
- Earned, owned, paid, and shared channels differ in credibility, control, and cost; match the channel to the objective and audience.
- Pitching requires relevance, timeliness, and a clear news hook; mass-blast pitches damage relationships.
- Embargoes and exclusives are negotiated agreements, not unilateral impositions; honor them.
- Media training prepares a spokesperson with key messages, bridging techniques, and a no-speculation rule.
- Corrections should be prompt, factual, and appropriately prominent; arguing about tone rarely helps.
Worked example
A reporter calls at 4:30 p.m. with a 6 p.m. deadline about a plant closure affecting 120 employees. The spokesperson wants to say 'no comment.' Instead, you issue a holding statement confirming the closure, expressing concern for employees, noting that affected staff were notified, and committing to share details after verification. You do not speculate on cause or numbers you cannot confirm. Reasoning: 'no comment' reads as concealment; a timely, factual holding statement preserves credibility while legal and HR verify details.
Traps
- Saying 'no comment' when a holding statement is possible.
- Pitching off-topic stories to reporters.
- Treating embargoes as optional.
- Putting an unprepared executive in front of a reporter.