You may have heard the phrase “if you aren’t telling your story, someone else will.” Silence is no longer an option for the media and often does more harm than good. While taking the ‘no comment’ route may seem like the ‘safe’ option, you might actually be making yourself or your brand more vulnerable.
The power of a proactive media strategy means you avoid working backwards if you are misunderstood or misrepresented. Whether you’re a public figure, business leader, nonprofit, or startup, your reputation is shaped constantly, but you have the power to get your story right the first time.
Proactive Strategy > Reactive Strategy
Don’t wait until the crisis hits or misinformation spreads. Shaping your narrative proactively means not only are you prepared, but you’re also not starting off playing defense with the media and public perception. Your story is already out there, and you’ve built trust with your audience, so they are more likely to listen when it really matters.
Being proactive also allows you to share your values and consistently reinforce your mission on your own terms, which over time will build credibility and loyalty within your audience.
When challenges inevitably arise, an audience that already knows and understands you won’t need to be persuaded. They might even be inclined to stand with you.
Cultivating Relationships
Beyond your internal strategy, a proactive strategy also involves building meaningful relationships with journalists, community stakeholders and local leaders. Media coverage is not just a one-and-done opportunity but an ongoing conversation. When you stay engaged with reporters and offer valuable insight, you become their trusted source and someone they will likely turn to again.
Face-to-face engagement can move the needle for stakeholders, especially in tight-knit communities. That’s why it is essential to build relationships with key influencers early and invest in them over time. When stakeholders feel seen and valued, they’re more likely to support your message, advocate on your behalf and amplify your reach.
Be Ready, Stay Connected
No one wants to plan for a crisis, but every organization should. When the unexpected happens, you can tackle it confidently knowing that you’re prepared. It also takes some of the pressure off reacting during a stressful situation, ensuring your response is aligned with your values. Our crisis management experts at NP Strategy are here to help when the unexpected happens.
Owning your narrative means always showing up with authenticity and consistency to help shape public perception long before a challenge arises. At the end of the day, your story is your most valuable asset and is constantly evolving. To keep it your own, make sure you tell it well and often. Most importantly, make sure you tell it first.
