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Dan Hartlage, Principal at Guthrie/Mayes in Louisville, speaks to Doug Simon at this year’s PRSA Counselors Academy Conference in Key West, FL, about the importance of media training now that companies and organizations are using experts as opposed to PR professionals as spokespeople.
“The industry has evolved to the point where it’s all about getting accurate, good, concise information, to media that’s in the right perspective. And why not have someone convey the information who actually is involved in the day-to-day operations.”
“They are subject matter experts, which does not necessarily mean they’re good communicators. So, from a media training standpoint, there’s a lot of work to be done.”
“Bottom line is, go in with three key messages, and things you want to talk about, that are important to the interview. Because, why do an interview, if you don’t have some things you want to talk about?”