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 Stop Reinventing the Communications Wheel
by Edward J. Barks
Media efforts: Your organization probably crafts a variety of materials targeted to reporters and editors - news releases, press statements, advisories, backgrounders, op-eds, and the like. Use these existing materials when other opportunities arise to communicate with your public. For instance, if you are delivering a presentation, bring along a handful of news releases or columns that you have published, and distribute them to your audience. It gives you ready-made handouts and raises your esteem in their eyes. When you testify before a governmental body, reference op-eds you have written (and append them to your written testimony). This will heighten your legitimacy. Leveraging offers time saving benefits, too. You can easily cut and paste snippets from your backgrounders, for instance, into your remarks. Or you can reference successes you have had publishing op-eds and letters to the editor in your presentation slides. And don't forget your positive news clips. These are like gold. Good news means good credibility, so distribute them every chance you get. Presentations and speeches: It doesn't matter whether you write out your remarks in longhand or use presentation software. You have some type of prepared material that you can leverage for your dealings with the press and public officials. For instance, if there is a reporter you are trying to cultivate for a story, be sure she gets copies of all your remarks. If you don't prepare full text remarks, send her your outline, overhead slides, or handouts. Be sure she knows you are taking a leadership role in your industry by virtue of speaking at industry conferences. If your last presentation scored an "A" with your audience, use it as the basis for your next round of legislative testimony. You will no doubt want to edit it a bit, but why start at your own goal line when you can begin the drive at midfield? Legislative and regulatory testimony: You may testify before Congress or your local zoning board. Regardless, you had best be prepared with an oral statement and an accompanying written submission that backs up your position in detail. Be sure the media covering your testimony receive copies of your oral statement. In fact, attach it to the news release that highlights your testimony. And be sure to fax or e-mail it to key reporters who could not attend the hearing. Mention your testimony - and quote from it - in your presentations. This not only gives you powerful, message-driven material, it establishes you as a credible authority with your audience. These ideas are meant to get your creative juices flowing. No matter which techniques you try, make leveraging a routine part of your communications sharpening efforts. It's a real time saver that helps distance you from your competition.
Ed Barks is the author of The Truth About Public Speaking: The Three Keys to Great Presentations and President of Barks Communications. He is a trainer, author, and speaker who teaches today's leaders how to deliver dynamic, message-packed presentations and deal with the media.
You may use these non-exclusive articles by Ed Barks in your publication free of charge. In return, we require these few considerations:
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