Executive profile database – the ready part

Ready-Aim-Fire is the essential mantra that should be playing in your head every time you’re preparing your executive for a media interview or a presentation. This post is about the “ready” part of the mantra, because without being ready your aim will be off and you may get fired.

An executive profile database should assemble everything each key executive has ever presented, including every interview, blog, twitter, audio and video. When it comes to interviews, make sure you have both – your records as well as the published/broadcast results. Include media training videos in the database to remind you of their strengths and weaknesses. The next step is to integrate all files and ensure that you have capabilities to generate reports by subject, type of media, interviewer and audience.

The database should be an integral part of your dynamic executive communications plan. In this case, the “dynamic” means that you keep on updating absolutely everything all the time. If you’re doing it right, these updates will trigger subtle and not so subtle changes in your plan for each executive. For example, if investors’ posts start tracking negative for any part of your business, it’s time to generate responses that may include your CFO or CEO when it gets serious.

The executive profile database will allow you to generate briefing material instantly and you can access it from anywhere, anytime. One more thing: make sure each executive has access to his/her own database.

If you need help setting up your executive profile database, please contact me at http://alfadogpr.com/contact/.

PS For those of you in the financial sector, please check Simon Johnson’s post and comments.