Preparing a spokesperson for interviews is a common part of communication strategies. But informal relationship-building meetings, such as a coffee, lunch, or casual conversation with a journalist, also require thoughtful preparation. Even though these encounters aren’t meant to immediately generate a story, they play a key role in building trust, establishing rapport, and positioning the spokesperson as a valuable source in their field.
In these meetings, the conversation should go beyond a standard institutional pitch. It’s important that the spokesperson demonstrates a strong grasp of the market, awareness of the current landscape, and a clear perspective on trends, risks, and opportunities. Sharing contextual insights, real examples, and relevant points of attention helps journalists gain a deeper understanding of the sector and increases the likelihood that the source will be remembered when the topic resurfaces.
How you communicate is just as important as what you communicate. A well-prepared spokesperson can break down complex topics into accessible language, avoid excessive jargon, and connect data to real-world situations. Just as importantly, they understand that the meeting is a dialogue rather than a monologue: listening to the journalist, picking up on their interests, and respecting their time are all ways to build a stronger relationship.
What should be avoided is turning the meeting into an impromptu pitch or pushing agendas that are off-topic. Focusing only on the company, without linking it to the broader industry context, can also reduce the relevance of the conversation. The goal is to strike a balance between representing the organization and offering thoughtful, useful market insights that support the journalist’s work.
To close the meeting, the spokesperson can reinforce their availability for future conversations. But it’s the role of the PR team to maintain the relationship, continuing to provide valuable, well-timed information that keeps the connection active. A well-conducted meeting, supported by strong content and the right tone, is a long-term investment in building credibility and press visibility for the brand.
