A successful rapid response programme can really contribute to establishing your brand as a thought leader in its sector. It takes time to get it just right, but by consistently providing insightful commentary on the latest news, reporters will start referring to your spokespeople for opinions in their area of expertise.
Here’s Eskenzi PR’s top tips on how to get your rapid response process just right:
Rapid Response is all about turning around comments quickly, so be on-hand to ‘rapidly respond’ where possible. Journalists will be on a tight deadline for breaking news so set short deadlines of sometimes just an hour!
2. BE OPEN
The more issues and areas you are happy to comment on, the greater awareness you’ll create for yourself and company.
3. BE BRIEF
Don’t write an essay, comments only need to be 50-100 words and must focus on the issue and NOT be product or company centric.
4. OFFER INSIGHT, NOT WAFFLE
We encourage clients to offer their particular insight into what’s happened – or could happen – for example, in the case of a vulnerability, tie it to strong advice to help organisations keep themselves, and their virtual assets, out of the hackers clutches.
5. TEAM WORK
Work as a team to get comments together. If you’re unable to get a comment out see if one of the other Rapid Response team can help.
6. QUICK QUOTES
If an interview is requested, keep your conversation to no more than five minutes and make sure you have good strong ‘sound bites’.
7. TALK TO US
If you’re struggling to draft something or are away from a computer, pick up the phone to your PR team and we can draft it for you.
8. LET US KNOW
If you see a breaking news story you’d love to comment on, lets us know! A PR relationship is a two-way thing, we love to hear what think would make the headlines.
9. YOU’RE THE EXPERT
Remember, you’re the expert so write with authority and share your knowledge.
10. DON’T BE SCARED
Never feel nervous about writing a comment, if it is newsworthy we can used it. Comments also can be used for further content, an opinion article, interview pitch or blog post.