Guest article: Matt Baldwin, Coast
It is not uncommon for professional services firms to find their media profile resting on the shoulders of a small handful of people. It’s easy to understand why.
A journalist needs a quick line for a story on an employment tribunal decision – ask Siobhan. She always says something sensible at the drop of a hat.
An op-ed on changes to leasehold – Peter is always happy to jump on it and writes well, so little editing needed.
What about someone to speak to local BBC radio about IHT and the rural economy? Well, Geoff is your man.
When busy comms professionals work with busy journalists the path of least resistance will always win out.
But here’s the rub. Journalists do get tired of the same voices. They want variety – people that reflect the make-up of their readers and listeners.
Yet when Siobhan, Peter and Geoff are all over the media, there is little incentive for others to get involved. ‘We’ve got PR covered, thanks.’
Professional services firms are a deep and broad mix of specialists, experts and rising talent. There is good reason to demonstrate and celebrate that.
Clients, intermediaries and would-be talent want to see a firm that embraces its people, encourages opinions and celebrates a range of voices. Talent also has a habit of moving, meaning a firm can all too easily lose its media stars.
It is the job of PR and comms teams to nurture tomorrow’s talent, to give them the skills – and opportunities – to build their media profile. It doesn’t always happen.
Here are three ways Coast helps.
Build talent: Interactive one-hour workshops that introduce younger professionals to PR and content creation, helping them find ideas that land. Ideas are turned into live opportunities, helping them understand the PR lifecycle.
Ideas lab: A regular workshop for sector or practice teams designed to help them find the right ideas to drive PR forward. The aim is to lead the media agenda by focusing on the issues important to clients, not just react to it.
Writing masterclass: A great idea will remain just that if it cannot be clearly articulated. This workshop is designed to help busy professionals become better writers.
Leaving your media profile in the hands of just a small number of people is limiting and risky. To build your media superstars, head to the Coast.
Matt Baldwin is the joint managing director of Coast, a media relations agency.