How to Set up A Communications Infrastructure

Like any business operation, the function of PR is contingent on prerequisites within a brand. Without these, publicity efforts will not only be unfruitful, they may also permanently tarnish a brand’s reputation. You wouldn’t offer takeout food as a restaurant without the proper to-go packaging; nor should you embark on a media relations campaign without the proper infrastructure in place. 

Press Contact

Successful media relations starts with communication. That’s why, before all else, you must establish a press contact for the brand. Who will be the point of contact for media, available to respond to questions? Where should brand-related press inquiries be directed?

In short, until you’ve established a reliable, effective press contact, do not engage with the media.  Working under tight deadlines and being responsive in a timely fashion to the press ultimately impacts the relationships you build. Simply allowing press requests to go unanswered will inevitably reduce your chances of building meaningful, fruitful relationships. 

Boilerplate

A boilerplate is a brief brand overview. It typically runs from one to two paragraphs in length, and appears on a brand’s website as well as the conclusion of a press release. The “About” section follows the details of an announcement, and is used as an anchor of the release.

The purpose of a boilerplate is to provide basic information on a business or organization: what it does, who it serves, where it functions. It offers a top level overview and establishes clear descriptors about the operations of a business. For example, if a company wants to establish itself as a service provider, the boilerplate serves as a helpful tool to communicate that concept to the public. 

Visual Assets

Visual assets are extremely important in publicity efforts, particularly when targeting TV. Whenever possible, visual assets should be established before media engagement begins. This can include Broll of the product, a product on-screen demo, in-use product photos, photos pertaining to business operations, or even infographics. These visuals should be compelling, of high resolution, and should contribute to your brand’s storytelling.

Spokesperson 

In addition to a press contact, prioritize establishing who in the company will serve as a public-facing spokesperson for the brand. Depending on the organization's size, this could be a founder, or CEO, along with other C-suite executives. This is ideally someone with authority and expertise who can clearly communicate key brand messages.

In most cases, whoever assumes the spokesperson role should receive media training. Even the best speakers benefit from guidance on shining in a media interview. This vital investment should be made prior to engaging with the press, as it can make all the difference between a positive interview and a negative one. 

Internal Press Kit

While a press kit once served a more formal external role, today its primary function is more internal. A press kit traditionally outlines all major fact points and information on a brand: its boilerplate, key executives with titles and bios, brand logo files, visuals, along with product descriptions and recent press releases.

Internally, this can be expanded to include topline messaging, sample Q&A, and crisis response planning. Essentially, this document is a living resource for up-to-date information and to maintain consistency in externally shared information. The internal press kit should be regularly reviewed and updated to always reflect the most current brand information to ensure that nothing inaccurate is shared with external sources.