Media relations is a vital component of a successful branding campaign.

According to data from Wirthlin Group, 28 percent of Americans say news articles impact their buying decision, while only 8 percent say ads do so.

Here are some media-relations tips for company executives:

• Conduct a media audit that evaluates reporters’ perceptions of your company, your competitors and the industry
• Develop integrated media materials – such as news releases, company fact sheets, executive bios, Web-site copy, etc. – that adequately convey your company’s brand identity 
• Work with public-relations counselors to develop branding-message points
• Before each media interview, gain an understanding of how the reporter views your company, your competitors and the industry by reading articles that he or she has written
• Always respect reporters’ deadlines
• Begin an interview by asking the reporter how much he or she knows about your company; then take two to three minutes to provide brief background about your company and make your branding-message points
• Don’t just answer questions; as you satisfy a reporter’s questions, get your company’s branding-message points across by weaving them into your responses
• Be brief – The more concise your responses, the greater the focus on your key messages 
• At the end of an interview, reporters usually ask interviewees if they would like to add something; always use this time to reinforce your key message points
• Build long-term relationships with reporters; leave doors open and ask reporters to call you if they have additional questions

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