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Media Expertise at FutureView Provides New Perspectives

Written by:

Kathleen Fletcher

October 4, 2018
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Media Expertise at FutureView Provides New Perspectives

What we learned from this world leader in machine learning technology.

In August, Tipping Point had the opportunity to join more than 390 assessment officials, public safety personnel, geographic information systems (GIS) administrators and other government employees from 250 jurisdictions across North America at FutureView. FutureView is a three-day conference hosted in Austin, Texas by EagleView Technologies, a world leader in aerial imaging and machine learning technology, and a current client at the agency.

During the conference, attendees had the chance to hear about the latest innovations from the company’s engineers, technicians, and business solution leaders, and to expand their knowledge with a community of their peers.

Given the depth of EagleView’s product portfolio and capabilities, Tipping Point’s initial objective for attending was to absorb as much information about the company’s products and services as we could – that is, until they asked us to present.

EagleView’s ask was simple: how can its customers use public relations to help promote progress within their jurisdictions, while enhancing their public images and reflecting the work they do?

The media landscape can be hard to navigate, and for many, the idea of a media interview can be scary. With this in mind, our goal was to teach attendees the basics of media relations and how earned media can help – or hurt – a brand, as well as provide them with tools and tips for becoming more savvy with media relations and build lasting relationships in their communities.


1) Understand Yourself. The first step in becoming more media relations savvy is to take a moment to be introspective. Identify the preconceptions you have about the media, the attitude you have towards reporters, and consider how these might influence how you appear on camera.

2) Put the ”relations” in Media Relations. One of the reasons media interviews can be scary is because we have no true control over them, or over their outcome. However, we have complete control over how we act, what we say, and how we treat our counterparts in the press. Ultimately, reporters are not out to get you, they’re out to get a good story. Developing rapport with reporters plays an integral part in telling your story.

3) Know who is conducting your interview, the reason for the story, and what the reporter is looking for. Know your key messages, and what “tough questions” you could be asked.

These three high-level ideas only scratch the surface. To identify the best ways to achieve your individual media relations objectives, it’s important to balance your objectives with a deep understanding of the entire communications universe – including earned media, owned media, and paid media.

Interested in learning more? Reach out to our Tipping Point Academy experts for information about our Publicity 101 Training session, in which you’ll learn tactics for earning media coverage; how to build effective media lists; ideas for strengthening rapport with reporters; and best practices for monitoring and reporting your media coverage.



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