Then the local ABC reporter sticks a microphone in your face, throwing you off your game. Your smooth speech turns into stuttering nonsense in front of stakeholders – and across the Internet.

Maybe live interviews aren’t such a good idea, after all.

For all the glamour associated with live interviews, at the end of the day, you have to use the PR mediums that work best for you. If you prefer death over public speaking, avoid live interviews and stick to written statements. It’s up to your team to build a campaign around your strengths and weaknesses, not the other way around.

Here are a few things to consider about some of the most popular methods of media placement.

Op-eds

Written thought leadership, or op-eds, give you the tightest message control in your own voice. You eliminate the risk of live gaffes or being caught off-guard with questions. You also are putting your complete message in front of your audience instead of sound bites or short article quotes which may not include important context or nuance.

One of the major downsides of op-eds is that most outlets require exclusivity, meaning your op-ed may only reach a specific audience and often face republishing restrictions. Additionally, every outlet has different standards for what they’ll be willing to publish, so your team may spend extra time in the writing and editing process. And there’s typically a small op-ed editing team, so your piece may get lost in the blizzard of submissions they receive.

Press releases

Press releases put your message in front of large numbers of media gatekeepers at the same time. They are a good opportunity to include messaging from partners and influencers to earn greater exposure and credibility; and you still have a great deal of control of the information and quotes the press will use in the coverage. A good press release can also help multiply the coverage already earned by bringing attention to other media successes.

The downside of a press release is the loss of some control of how outlets cover your information – the coverage won’t contain the full nuance and context of your voice. You will also compete with hundreds of other press releases for gatekeepers’ attention. Furthermore, the logistics of collaborating with partners and influencers could lead to a long editing process and affect the timeliness of your message.

Interviews

Interviews help your personality come out while offering the chance to partially control the message. Opportunities are numerous, you can have pick your preferred medium – radio, television, podcast, newspaper, etc. – and you can often easily repurpose media coverage for other press, social media content, and web content.

However, interviews aren’t the best format if you are uncomfortable in a public speaking role. Mistakes can turn opportunity into disaster, especially in a live interview. You also have to deal with the possibility of an interviewer asking unexpected or unfriendly questions that can get you off message or make you look unprepared.

Choose the right media options

It’s up to you and your team to decide which media options are the right ones for your spokespeople. Your media choices should match your message strengths and goals. Your team should advise you of the benefits and limitations of each option, and how effective they will be at hitting that PR home run.

The military is famous for its bewildering acronyms. Indecipherable to outsiders, they create enormous time efficiencies during briefings, in written communication, and on the battlefield. And everyone, from commanders to the lowest-ranking private, knows what the terms mean, because you can’t waste time in war.

While most businesses don’t engage in armed combat, knowing terminology is critical to streamlining processes and creating greater efficiency. To this end, here are a few of the tools, definitions, and tactics which are critical to successful public relations.

Press Releases

Press releases are a cheat code for engaging the press in a polished manner. These short to medium announcements are integral to any company’s “best practices” regardless of size or resources.

Press releases include your message and background so that journalists and other gatekeepers can include them in coverage. However, they should be written in a way which helps gatekeepers meet deadlines and have interesting stories. Be sure to have your PR team lead follow up with the outlets to ensure delivery, build relationships, and increase the chances of coverage.

Op-Eds

Op-eds put your unadulterated voice in the press. You control the content, except for changes made by an editor prior to publication. By sharing expertise, experience, and knowledge, op-eds can help establish your credentials as a thought leader in your industry. You may be able to influence perspectives within your industry, change how the industry views your organization, or even change how the public sees your industry.

Most op-eds are 550 to 800 words long; all of them should be crafted with two audiences in mind: the editor who will approve or deny placement of your piece, and the end readers you are trying to reach and influence.

Articles

Articles are the standard news stories we read every day, and represent some of the most difficult coverage to secure. They are written by reporters who are inundated with press releases and statements from people just like you. Being included often builds significant trust with your target audiences because inclusion means what you offered was more valuable than what everyone else did.

You can’t control article content. You can, however, help frame it with your message, narrative, and background information. Make sure your team builds relationships with reporters and their editors so that you can send the best content at the right time.

Appearances

An appearance in a segment is the radio, podcast, or television equivalent of a newspaper article. Usually, your engagement with the outlet will take place in the form of an interview. Live interviews can be fun, if stressful; recorded interviews are more relaxing, but will often undergo editing before being aired.

Appearances may be the rarest form of media. They are simply very popular but have few available slots. Any company spokespeople should be given message and media training so that your message is shared most effectively.

Being prepared uses your time wisely

Like a military assault, outsiders don’t really care about your terminology; they just see the effect. It’s very important for your PR team to develop best practices and operational definitions to use your time and other resources as wisely as possible. This will ensure that your company’s next big announcement goes smoothly, and you aren’t scrambling to tie up loose ends in the heat of battle of business.