For the uninitiated, the prospect of talking with a reporter can be daunting. Even trade reporters in esoteric industries can materially influence a company’s brand or reputation. With a few basic, public relations guidelines, however, you can greatly increase the odds that your work with a reporter will be a positive contribution to your cause. Indeed, these are important to follow no matter your public relations experience.
Maybe it’s because we come from Washington, D.C. – the home of opposition research – but our experience is that too few companies execute public relations efforts targeting their competition or other adversaries. So-called oppo campaigns aren’t just for litigation. If you know of competitors’ actual or potential vulnerabilities in which their stakeholders might be interested, you’re competing with one hand behind your back if you don’t leverage them. Here are some public relations tips on how to do just that, as well as some caveats.