Maximizing Media Coverage: Media Training for Executives Amanda Lee

Maximizing Media Coverage: Media Training for Executives Amanda Lee Public Relations Manager Tech Data Corporation

Agenda Company Overview Executive Media Training Origination and Maximization of Press Opportunities Important Elements for Media Interview Preparation 10 Commandments of PR

Tech Data Corporation Quick Facts Headquartered in Clearwater, FL Sells over 150,000 IT products Employs more than 9,000 individuals worldwide Generated 26.8 billion in net sales in FY14 Ranked No. 111 on the Fortune 500 Named one of Fortune’s “World’s Most Admired Companies”

Executive Media Training

Start with the basics Difference between earned media and paid media Value and role of Public Relations

News released must be Is It Newsworthy? Fresh Unique Relevant Position your company as the industry leader

Does PR Stand For Press Release? NO! PR Public Relations Set Company PR Goals: Create, maintain, and protect the organization’s reputation Enhance its prestige Build trust in the marketplace Present a favorable image Change behaviors

PROACTIVE vs. REACTIVE Getting in front of the news and positioning it yourself is the best approach! Work with the appropriate executive team member to determine the best response to issues you do not wish to discuss. There is no room for “No Comment”

Building Relationships Maintain relationships with editorial and reporter contacts to communicate company developments and obtain coverage in print and online. October 7 – October 11, 2013 Stay current on what’s being said about your company and share news with employees/executives every week

Targeted Media Outlets NATIONAL

Targeted Media Outlets TRADE

Targeted Media Outlets LOCAL

Origination and Maximization of Press Opportunities

Communicate the PR Process Stakeholder or PR gets an idea PR vets idea and obtains important information from Subject Matter Expert PR sets up meeting with stakeholder to discuss pitch PR provides communications plan Press Release Social Media Outreach Media Outreach Media Interview Planning STEP 1 STEP 2 STEP 3 STEP 4

Press Releases News-worthy developments range from new division launches and expanded program/services offerings to new business partner agreements and personnel changes. Considerations: TIMING FEES PRODUCT BRIEF/NEW VENDOR COMMUNICATIONS PARTNER/ADVOCATE release approvals can With every press release, seektake to Press Provides necessary information When a press release updraft touploading 10 business when include aa quote from adays partner who to press release. on Globe Newswire, itanwill cost will advocate andbyfrom add to the outside gaining Must beapproval filled out thevalue SME within release andvendor. promote the story. the company 396 per upload. the business unit seeking press.

Media Pitch Releasing news that naturally aligns with existing news coverage. Sandy Hook Elementary

Social Media Build relationships Branding Learning Share exciting news Associate recognition Community relations New products Event recruitment Staffing opportunities

Disclosure Policy Represents a public company’s commitment to full, fair and consistent disclosure and to maintain realistic investor expectations as best as possible WHEN certain news can be disclosed WHO in the company can discuss material information with the public WHAT topics should not be disclosed unless publicly announced via a press release and 8-K filing HOW to deal with material information that may leak out

Important Elements For Media Interview Preparation

The Right People Think through the expertise of your executives when determining who is the best authorized spokesperson for the announcement.

The Reporter’s Perspective Reporters may be unfamiliar with your industry Our responsibility to put things in perspective Find common ground Compliment past articles Lend reporters your expert opinions to give credibility to their articles

Availability It is vital that the spokesperson is available on the day of an announcement – or lose the opportunity to get coverage!

5 Tips For When A Reporter’s Deadline Is Minutes Away 1 Be fast. Contact PR immediately in order to coordinate a response to the media inquiry.

5 Tips For When A Reporter’s Deadline Is Minutes Away 1 Be fast. 2 Be gracious. We’re working on the deadlines of reporters and timeliness matters more than ever.

5 Tips For When A Reporter’s Deadline Is Minutes Away 1 Be fast. 2 Be gracious. 3 Respond quickly. Encourage executives to share opinions on breaking news and how your company can align with it. Once a story breaks, coverage tends to subside within the hour.

5 Tips For When A Reporter’s Deadline Is Minutes Away 1 Be fast. 2 Be gracious. 3 Respond quickly. 4 Be compelling and unique. If your point-of-view is the same as everyone else, it will likely get cut.

5 Tips For When A Reporter’s Deadline Is Minutes Away 1 Be fast. 2 Be gracious. 3 Respond quickly. 4 Be compelling and unique. 5 Be Helpful. This w ay If a reporter asks for commentary outside the spokesperson’s area of expertise, PR will find the right resource.

Briefing Materials Prepares both the spokesperson and the reporter prior to the interview, providing any necessary information to ensure a successful interview. Briefin g K P Mater ia ey me otenti ssagin g ls al que stions ackgr ound In on t he forma report tion a er bou t t he pu Lo blicat gistic ion al info rmatio n B

Messaging Understand key audience Tech Data Rocks! ? ? ? ? ? ? Drive 2-3 key messages Spokesperson is in control of the conversation Explain any industry-specific terms that reporters are likely unfamiliar with AND “OFF THE “DO NOT RECORD” PRINT”

Advocates Prior to conducting a media interview, think of relevant customers who can help reiterate your company’s message and complete the story you are seeking to publicize.

The Ten Commandments of PR 1. Thou shalt not lie to a reporter 2. Thou shalt not disclose margins 6. Thou shalt speak with authority and confidence during a media interview Thou shalt develop and stick And the unofficial 11th7. commandment to 2-3 key messages during 3. Thou shalt not share avolunteer media interview 7. 6. Thou Thou “Off 5. 8. 4. shalt Thou Thou the shalt Thou record” develop shalt shalt speak shalt not not not does with and delay come stick authority not when exist to to 2-3 and key trade secrets 10. 3.2. 9.1. Thou Thou Thou shalt shalt shalt control not not not share disclose sell liethe to totrade conversation aa reporter reporter margins secrets 8. Thou not volunteer confidence messages contacted awhen media information speaking during during interview for a unprompted media a ato media media unprepared a shalt reporter! interview interview interview 4. Thou shalt not come to a media interview unprepared 5. Thou shalt not delay when contacted for a media interview information unprompted 9. Thou shalt not sell to a reporter 10. Thou shalt control the conversation

Thank You “Some are born great, some achieve greatness, and some hire public relations officers.” – Daniel J. Boorstin Amanda Lee Email: [email protected] Contact Number: 727-538-5803

The Difference In Distribution

The Ten Commandments of PR 1. Thou shalt not lie to a reporter 2. Thou shalt not disclose margins 3. Thou shalt not share trade secrets 4. Thou shalt not come to a media interview unprepared 5. Thou shalt not delay when contacted for a media interview 6. Thou shalt speak with authority and confidence during a media interview 7. Thou shalt develop and stick to 2-3 key messages during a media interview 8. Thou shalt not volunteer information unprompted 9. Thou shalt not sell to a reporter 10. Thou shalt control the conversation And the unofficial 11th commandment 11. “Off the record” does not exist when speaking to a reporter!