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Media trainings! Start easing them in with prep. Look for opportunities for a simple quote or written statement attribution as well. Then ease into friendly opps.
This is a great idea, they’ve turned it down in the past but seems like they really need it. And I’m bringing them super easy opps like 3 question written interviews and my team will write it for them if they want!
Recommend you begin tracking “opportunities presented” with your results. That will CYA that you’re trying and demonstrate a need for media training. Also, have open and honest conversations with the SMEs why they don’t think the opps are a fit or can you lean on your boss to help you determine the viability of opps so you’re not spinning your wheels? I’ve had juniors on my team (at supervisor/mgr level) bring me story opps before going to SMEs for comment, and I learnt in some cases there was a learning curve that they needed to adjust to that really just positioned the opp in a way that the SME was comfortable, otherwise they’d say no. Once I worked together with my juniors to get them trained up on how to word the opps, our rate of success was much higher.
I struggled with this at my past agency’s client. They payed for an executive visibility team that didn’t want to be visible. :)
One thing I though was helpful was to start with making thought leadership content on their behalf and posting on the company page (or a thought leader microsite) and using the reporting as a means to show that the experience will be positive.
Also, bringing in the SMEs around the company to help speak to the nuts and bolts is always helpful. I think of how the Twitter CEO went onto the Joe Rogan podcast to discuss online censorship, he brought the lead in the department along with him to help speak to specifics and led to a pretty good discussion.
Have they considered partnering/co-hosting interviews with an “on-air seasoned” professional in their field? We do this often with our media tours - a medical researcher with a doctor who has lots of on camera training, for example...or a CEO with a fin/tech reporter? Great strategy with new authors as well. Could help them feel more buoyed.
Very common problem. A solid media training and messaging exercise will help them get comfortable and learn how to bridge to desirable talk tracks.
In house here and our CEO does the same thing. Sometimes offering the opportunity to someone else makes them want to do it.
Ah yes the CEO client that wants people talking about how great they are but doesn't want to do any interviews, lest people discover they're actually just interested in making a shit ton of money.
Have you ever followed a “flowchart” to explain an opportunity? When I am in this boat, I lay out different alternatives and directions for the opportunity (i.e., if you take Path A as a discussion, then Opportunity will present you as X) so the client can come back to me with how they feel each alternative benefits them. By giving more content and direction, it gives them a chance to show where their interest lies.
Someone’s gotta talk to the CEO
Have you asked them what they do feel comfortable talking about? Maybe start that conversation and then find opps along those lines. Baby steps.