1:1 -- Executing Deskside Briefings

By: Kim Tillinghast, Vice President, Edelman Austin

The “art of the deskside” is truly an art. Some reporters won’t do these but many will, and when it comes to cultivating media relationships, there is no substitute for face time. Here are a few ways to ensure this 1:1 interaction goes well.

·         Advance Notice: We don’t always have the benefit of reaching out to media several weeks in advance, but if you have six weeks to spare, consider sending a save-the-date to a wide net of targets, allowing you to soft-sound the pitch and gauge initial interest. Follow up with a specific invitation 2-3 weeks in advance of the meeting.

·         Howdy, Neighbor: Big cities are always top of mind – New York, Chicago, L.A., D.C. – but don’t forget that important publications (USA Today, for example) are often based in surrounding areas.

·         Timing Is Everything:

o   If you’re in a position to choose a day, avoid Mondays, Fridays and any closing/deadline days you’re aware of.

o   When scheduling a series of appointments, be mindful of geography and allow buffers for meetings that may go long or weather that complicates transportation.

o   If you are hosting a media event in conjunction with a series of desksides, allow plenty of time for venue set-up and preparation.

·         Check It Twice: Reconfirm your appointment a day or two prior, and be sure your day-of contact information is shared (twice). Briefing documents are key, as is a conversation with the client to review the upcoming schedule, organization/writer profiles, expectations and logistics.

·         Worth A Thousand Words: Visuals can be very valuable, so consider what will bring your discussion to life – whether it’s a destination map, a firsthand tutorial of a new app or a quick video. 

·         Jot It Down: It goes without saying, but ensure that any immediate needs are noted and delivered within 24 hours or sooner if the journalist is finishing a story or issue. Be clear about who will own follow-up.

·         Three’s A Crowd: Many media offices don’t have large conference rooms, so make sure to communicate how many will join the meeting to avoid surprises and allow your contact to make appropriate arrangements.

·      Roll With It: A journalist may be able to offer you 45 minutes or five, so prepare your client for either scenario. Media are usually good about stating this as the meeting begins, but it’s important to be flexible and have key messages at the forefront.