As Talladega Night’s Ricky Bobby avidly proclaims in a pronounced southern accent, “If you ain’t first, you’re last.” While this quote cracks me up, it rings quite true in a rapid response scenario. If you’re not among the first to provide a comment after news breaks, chances are, you’ll get lost in the noise. However, speed is not the only component of a successful rapid response formula. To garner media mentions, your rapid response should be prompt, include unique insights and highlight pertinent data.
While this is easier said than done, PR professionals can follow a few tips and tricks to ensure speed when sending out a rapid response.
Tip One: Monitor the News
Effectiveness in the rapid response world means keeping an eye on breaking news. This step requires you to think like a journalist. As a best practice, we recommend looking at your top 15 media contacts and analyzing what topics they regularly cover. For example, if they cover retail and technology, do they cover breaking news from retail giants like Amazon and Walmart? If so, the best way to offer timely and relevant rapid responses is to go straight to the source.
For example, publicly traded companies issue press releases and hold quarterly earnings calls, which journalists usually attend to get the scoop. Therefore, by making the time to read the press releases and attend these calls, your company can stay ahead of the curve on breaking news and deliver a speedy and timely response.
Tip Two: Figure Out Your Unique Position
Once you gain understanding of the breaking news, it’s time to figure out what to say. You may have to decipher whether media contacts need an analytical point of view, a forward-looking prediction, or an explanatory statement that discusses what this breaking news means. Remember that your rapid response should add value to the journalist’s story. Once you figure out your position, it’s time to bring in data insights to back up your statement. The more unique the data, the better, as it will help both journalists and readers understand your company’s point of view and help establish you as an expert source.
Tip Three: Craft Your Response
Now that you have all your components, it’s time to craft your rapid response! We typically recommend sending journalists a paragraph or two that can easily serve as a quote. Within these paragraphs, focus on what is important and unique. Rather than summarizing the breaking news, acknowledge it and provide your statement with key data insights.
When it comes to the perfect rapid response formula, remember to think speed, insight and data. As you start to think like a journalist, you’ll understand what the media needs for their next breaking news story.