One of the most disheartening moments for a company is when they speak to several journalists and none of them result in an actual article or mention. There are many reasons this happens - stories get bumped, journalists don't care, something changes in the media landscape. But one thing that we have noticed lately is that spokespeople are not trained to deliver their message. Oh, we create briefing docs, read recent articles, and write out talking points. And many of us are on point. Sometimes we are so on point that we become machines of marketing speak and we forget there is a human on the other line. We also forget that the human on the other line has a job to do. In other words, we don't have Audience Empathy - we spend our time talking at the audience vs. engaging the journalist in a conversation that understands what they are trying to achieve and making the call a win-win. What the hell am I talking about? Bluntly, you need to stop doing these 10 things. I'm about to flame on.
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