Skip to main content

Tag: spokespersons

Optimizing Facebook Live to Engage Your Target Audience

The Reis Group has recently taken Facebook Live by storm, actively utilizing this relatively new broadcasting tool to bring added value and drive key messages to our clients’ target audiences. Facebook Live has proven to be highly relevant for our health care PR industry and appears to be a lasting trend that will continue to grow.

As we’ve managed several Facebook Live events for our clients, from Q&As to event broadcasts, we have gathered several lessons learned in the planning, implementing and going-live stages. Here are five helpful takeaways for optimizing Facebook Live:

  1. Create an event page: In order to drive awareness in promoting your Facebook Live event, create an event page sharing a description and inviting followers to join. You can promote the event page on your social channels, and add some ad dollars to boost it to your target audience. Just before going live, remind guests who responded “interested” or “attending” to the event that the video will be live on your Facebook page, not the event page.
  2. Minimize scripting: Since Facebook Live is a less formal video format that is meant to be conversational, consider offering the speaker several talking points, rather than a script. You may want to write out the introduction, however, so the moderator or speaker makes sure to include all the important points. Since consumers will be tuning in and out of the video throughout the live event, it is important to periodically reiterate some of the key information about why you’re having the event, who the expert is, how to get more info, etc.
  3. Coordinate bodies in the room: Based on the format you choose for your Facebook Live, you will need additional people off-camera to staff the event. Coordinate who will be monitoring questions from Facebook, and whether they will be sharing questions verbally off-screen, or monitoring while on-screen. Also, designate who will be in charge of filming and who will be moderating for the speaker, if necessary.
  4. Conduct a practice run: Set up a private Facebook group or private stream to practice your Facebook Live set-up in the location of your event. This will help you determine the best seating, branding, lighting, camera set-up, staff assistance needed, etc. Additionally, be sure to test your Wi-Fi connection, speed and reliability.
  5. Plant seed questions: In the beginning of the live event, you may not immediately see an influx of questions, so it’s a good idea to have friends or coworkers on stand-by to ask pre-determined questions via the comments section. Additionally, if you have a moderator on screen, they can have some initial questions to address with the speaker as well.

We are excited to continue managing Facebook Live events for our clients, and tweaking our methods each time, based on lessons learned. Do you have any additional takeaways from your experience with Facebook Live? Share with us in the comments.

Broadcast Prep: Getting Your Organization Ready

Recently, our firm had the privilege of working with some high-profile scientific clients to film two ambitious documentaries and a substantial evening broadcast feature story. Doing so reminded me just how much preparation goes into these earned media story formats and how much time the client needs to allocate before the film crew, producers and reporter descend upon the organization.

Below are five key things to keep in mind next time a TV crew plans to visit your client for a broadcast story.

Prepare for a very long day.

I truly admire the passion and commitment the television crews bring to their jobs: Arriving at the crack of dawn to set up equipment, put up lighting, arrange the room, test the sound, and get everything just right–long before the reporter conducting the interview even appears on the scene. As the media point person, that means that you too will need to arrive very early, even before the crack of dawn, to make sure that building security has been alerted, the elevator is working, and all the other logistics are pre-arranged.

Bring something to work on.

You will face several hours of down time while the setting up and tearing down of equipment takes place. The actual filming of the interview is fascinating, but will take up only a small fraction of your time.

Put out an all-points bulletin.

People do not react well to having their work space overtaken, their furniture moved, and their normally quiet work areas disrupted by noise and major distractions. You must give them ample warning. Be sure to alert all the staff who are located anywhere close to where the crew will be setting up, and where the actual shoot will be taking place, and even near the room where equipment will be stored. If possible, share a detailed itinerary so your colleagues know when and where the filming will take place and who might be wandering the halls.

Schedule extra time for your spokesperson. 

Unlike a print interview that can be conducted rather quickly and over multiple meetings, broadcast interviews are usually done in one visit and also include shooting B-roll and recording other visuals. Schedule extra time on the calendar before and after the interview to ensure your spokesperson isn’t rushed to finish the conversation and run to another meeting.

Food helps.

Finally, having plenty of snacks and drinks isn’t actually required, but it sure goes a long way in maintaining energy, patience, and good will for both the broadcast team and your colleagues.

 

The Mechanics of a Mesmerizing Event

As a Republican attending my first Democratic National Convention, my experience being in the hall was very much different than watching it on TV. The ambiance of the entire week culminated in one single moment. The pageantry, participation and execution were brilliant, and we know that was the result of hard work by teams of people behind the scenes making it look effortless.

In PR, events of all sizes and scale are a regular part of our lives. I was inspired by this expertise and I was reminded that whether it’s a press briefing, Capitol Hill event, or fundraising gala, there are a few key lessons that can make your event just as memorable as the DNC.

Be timely.

Did you notice that in between the speeches the podium magically appeared at just the right time and at just the right height? The balloons dropped precisely at the reigning moment, the camera moved precisely with the speaker, and the lighting brought a vibrant feel to the space. Making those details work together is only possible with a highly collaborative team that is anticipating each moment.

Reinforce messaging.

Speakers, videos, musical performances, and signs repeated and reinforced the campaign themes, ensuring enthusiastic reception and maximum impact. Standing shoulder-to-shoulder in the packed arena, sometimes I found it hard to focus.  But strong visuals and directive cues helped delegates and supporters understand the message, know what to anticipate, and sense exactly when to cheer wildly.

Bring people together.

The agenda consisted of a speaker and content lineup that appealed to a range of demographics and perspectives, and even included opposition. Elaborate, coordinated and colorful outfits and musical numbers all bring to life a vibrant energy, engaging the audience much more deeply than just having them listen to speech after speech. Consider all perspectives on your issue, and enlist speakers that will help unite people and find common ground.

My favorite part of the convention was the fireworks! I loved them. Theatrical tricks can bring the audience together and celebrate a momentous occasion and a job well done.

Politically Speaking: What Can A Good Speech Teach Us?

Whether you are a political junky live-streaming convention coverage all day or just a casual observer catching up via morning-digest emails, it’s worth the effort for PR pros and business leaders to study what makes a political speech effective. Political figures have the advantages of teams of writers, voice coaches, teleprompters, and hours of practice, but it all boils down to whether they can deliver the goods. Observing and critiquing from the other side of the podium can give us the perfect opportunity to snag some good tips. Here’s what I’ve learned so far.

Personal stories give your speech more oomph. 

Paint a picture of where you were, what you saw, how you felt. Bring us into that moment. Personal experiences draw us into your story, as we saw Michelle Obama do seamlessly in her marquee speech at the Democratic National Convention, recounting the emotional experience of sending her girls off to school for their first time as residents of Washington, D.C.  At the Republican National Convention, personal stories flowed through Ivanka Trump’s introduction speech, as she took us back to the times she shadowed her father walking construction sites, building Lego structures, and being challenged by him to think big.

Past experiences and personal anecdotes aid in seguing into the heart of a speech. The best speeches not only must have a significant central point, but they must take us along on a journey, building up an emotional connection that will dramatize the key point.

Punch and Pause.

These two ingredients are the secret to any speaker’s special sauce. Simple and concise sentences help the candidates put clear, powerful emphasis on their thoughts and punch behind their words.  And intentional, thoughtful pauses woven throughout a speech are key to showing your audience that you are in control. What’s more – these punchy lines have the power to evolve into memorable social media posts and memes that live well beyond the speech itself (for better or worse).

Speak to your passion.

While election coverage can make your head spin at times, great speeches do more than present a policy platform. If done well, the audience is drawn in and comes to share a speaker’s passion. As Toastmasters suggests, if you are truly invested in what you are saying, you will be better able to keep your audience’s attention.

For the next 100 days, this election cycle will provide us with many highs and lows, and it will also give us many chances to study and learn what can make personal communication so powerful.

Preparing Your Spokesperson for Media Interviews

An important element to an impactful news story is the human element which is why more and more reporters are incorporating the experiences of a spokesperson to enhance their story. While a subject matter expert voice is important and helps to provide important information and create credibility, a consumer spokesperson’s first-hand experience can help a story connect with a wider audience. Engaging with a real person’s story allows readers, viewers or listeners to connect to the issue on a direct, personal level.

In healthcare PR, we frequently help to boil down complex healthcare-related issues such as participating in clinical trials, engaging patients in their care or improving access to care to the general layperson. By connecting patient spokespersons who have been directly impacted by the issue with a reporter writing a story on the topic, we help to facilitate a story that can connect the dots for how this issue could potentially impact the everyday person.

While a media interview can add significant value to a news story, it can be a very daunting task for even the most seasoned veterans who have had extensive media training.

So how do you prepare a consumer spokesperson to take on this assignment? There are four key things to keep in mind:

Download this checklist here.

1.    Provide the necessary background information. By clearly explaining the purpose of the interview and how the patient spokesperson’s perspective will fit into the overall piece, you will help them feel more at ease with the interview process. It’s important to provide background on the media outlet and the individual reporter, including any previous coverage on a similar topic and insights into the reporter’s interviewing and writing style. You should also outline potential topic areas and questions that you think will likely be covered in the interview. Fear of the unknown is what causes the most anxiety going into an interview, so the more information you can provide, the better!

2.    Outline key messages to reinforce. While you want your patient spokesperson to be authentic in their responses, it’s important to prepare them by providing a list of key messages and points to reinforce. By providing these background materials, you will give the interviewee the opportunity to digest the information, prepare their thoughts and make the messages their own. As part of this effort, you can also work with the patient spokesperson to identify topics that they may not be comfortable discussing. If the sensitive topic is brought up in the interview, they will be prepared to bridge to another point that they are more comfortable discussing.

3.    Provide detailed logistical instructions. Whether the interview will take place via phone for a print outlet or in studio for a broadcast outlet, providing specific logistical instructions is an important part of preparing the patient spokesperson. Detailing the time and location, as well as the anticipated length of the interview is very important information to provide. Additionally, outlining any nuances about the circumstances around the interview is important to convey.  For example, if the patient spokesperson is participating in a broadcast interview, giving them instructions on what to wear (i.e., no white or loud patterns) will ensure that they present themselves well on camera.

4.    Hold a prep call prior to the interview. Don’t underestimate the importance of holding a prep call with the patient spokesperson. Sending information via email to prepare for the call is helpful, but verbally walking them through all the information over the phone could highlight additional questions the spokesperson may not even have known that they had. During this call, you can take the opportunity to ask a few sample questions to help practice responses and ensure the person’s comfort level going into the interview. While an FAQ may make your patient spokesperson feel too coached, helping them prepare a response to the reporter’s likely first question will allow them to start the interview strong.

If circumstances allow, it is also helpful to staff the interview. This will allow you the ability to provide feedback and gain a full understanding of how the reporter approached the interview, as well as the topic areas that were covered.  It will provide insights into how to better prepare your spokesperson and others for future interviews.

By properly preparing the patient spokesperson, you are not only setting up the resulting story for success, but you are also ensuring a positive relationship with the person going forward.

This is an excerpt of an article originally published by Bulldog Reporter.