A media pitch is written to get specific media coverage from a reporter. It is written and geared in a story format. It is often tied to a news story. I recommend a two paragraph media pitch. The first paragraph should list the issue or news story, as well as, critical questions that should be asked or addressed by the reporter. The second paragraph should include your expertise in being able to address those questions, as well as, how you would answer the questions. You want the pitch written concisely, with a good soundbite in your answer. With media cutbacks, reporters and producers love pitches that are written as a news story that they can incorporate into their story and the interview with you. Media pitches generate the hard media coverage and interviews that brands, authors, and celebrities crave in a public relations campaign.
The other day, I wrote a crisis communications strategy for the Trump White House. It was the conventional crisis communications strategy that would normally apply for any Administration facing the issues that President Trump confronts. Yet in another sense, he doesn’t need a conventional crisis communications strategy and if he followed one it would actually do more harm than good.
What you say? Look at all the negative media coverage the Trump Administration is earning. It moves from one crisis to another (his press conference attacking the media was just the latest example). That is true in the conventional sense. Yet what we are forgetting is that Donald Trump’s presidency, just as his campaign is anything but conventional.
Throughout the 2016 presidential campaign, Donald Trump was discounted. His attack against John McCain inferring that McCain was not a hero was supposed to doom his campaign yet his poll numbers increased. Trump’s running feud with Megyn Kelly was going to be the end of the campaign, yet it reverberated in Trump’s favor. There was no way he could win the Republican nomination with all of his verbal stumbles yet he emerged as the Republican nominee. Hillary Clinton was a sure winner against Trump, conventional wisdom held. The debates were viewed as a disaster and of course there was the infamous Access Hollywood tape. Yet rather than bow to traditional crisis management, Trump doubled down attacking his enemies and never backing down. On Election Night, he scored the greatest political upset since Harry Truman in 1948.
Trump’s success can be attributed to one thing more than anything else – his brand. The public has known the Trump brand for decades. It is flamboyant, never backs down and bucks conventional wisdom. This is what voters bought into during the 2016 election – the Trump brand. Voters believed in the brand and that Trump was not a regular politician.
For Trump now to follow a traditional crisis management response would go against that brand story that his voters bought into. Based upon polls, Trump’s base is staying with him. In many ways, Trump is like Phil Robertson of Duck Dynasty who apologized if his remarks offended anyone but never backed away from his remarks and the public rallied around him because it was consistent with his brand story. For Trump to change is strategy and eschew to traditional crisis management steps would be to go against his brand story.
Brands watching Trump should realize that consumers buy into a brand’s identity during both good and bad times. During a crisis, if a brand approaches a response not consistent with its identity it runs the risk of alienating its consumers and losing its unique identity. Donald Trump understands that lesson and that is why we cannot expect to see traditional crisis management from him.
Every presidential administration just like every business needs crisis communications at some point. For the Trump Administration, the need is coming earlier than most (not even a month into the Administration). The Administration has been beset by numerous mistakes (Michael Flynn, alternative facts, the CIA visit, the Australia phone call) that have overshadowed its successes. So what should the Administration do in terms of crisis communications?
- Limit President Trump’s media exposure. One of the great powers of the presidency is the President himself. But he has been everywhere all at once. The Administration needs to limit his media exposure to one major event a day that coincides with the message of the day.
- Replace Sean Spicer as White House Press Secretary. Spicer is serving as both White House Communications Director and Press Secretary. He has become a parody in his role as White House Press Secretary through the Saturday Night Live Melissa McCarthy portrayals and has lost some credibility with the media that he works with on a daily basis. Retain him as White House Communications Director but bring in a respected person as Press Secretary to give the White House a fresh approach in its press dealings.
- Now that National Security Adviser Michael Flynn has resigned, the Administration needs to replace him quickly with a well-respected individual that will command respect in the media, with the public, and policy makers.
- Stay on message. Too often the Administration has fallen off of its message and got caught in needless distractions. It needs to avoids this.
- Refocus on its campaign pledge of tax reform, infrastructure and creating jobs.
- Limit the President’s Twitter use (perhaps impossible). While reaching voters it creates needless news stories for the Administration.
- Carefully vet all facts released. Mistaken facts or alleged false facts (Bowling Green Massacre) are doing untold damage to the Administration’s credibility. The media is giving everything greater scrutiny so this means the Administration cannot make mistakes with facts.
- Have Mike Pence, Reince Preibus, and Cabinet members be the main talk show spokespersons.
- Avoid lashing out at critics be it judges or Saturday Night Live as that creates an unnecessary news story that the media latches on to with a fervor.
- Have the message of the day come through one central source, preferably the chief of staff’s office as was done in previous Administrations.
Righting course after a few difficult weeks won’t be hard for the Trump Administration. But to do so means employing a strategic crisis communications plan.