Savvy Media Engagement for Small Business - Do’s and Don’ts
by Matt Berkley
As a business owner, your relationship with media can make a big impact on your company’s success. News writers control the public’s perception. Accordingly, businesses that rub the media the wrong way do so at their peril.
Phyllis Weiss, the founder of Image Works Public Relations, a local firm that represents a wide range of area businesses, can’t stress enough how important it is to get on the media’s good side. She says, “Strong media relations will build your business versus letting it stagnate. The community’s perception and image of your business will be created by the message that media conveys. Establishing an identity, a brand, and consistently marketing your business will yield powerful results.”
Here are some do’s and don’ts to help you become more media-savvy:
Do have a company representative, suggests Iris Salsman, founding principal of Salsman Lungren Public Relations. Getting the right message across is important. Make sure your businesses representative isn’t the first person who happens to pick up the phone. “Have a spokesperson in place who is knowledgeable and media-savvy to represent your company,” said Salsman.
Do develop messages for the media in advance. This helps you focus on the messages you want to relay, says Cathy Dunkin, president of Standing Partnership, a local public relations company.
Don’t contact the media until you’re totally organized, notes Salsman. Have all the proper information in front of you. Not only will you sound more credible when tackling reporters’ questions, you’ll also be able to make sure you get all of your points covered.
Do answer questions directly asserts Dunkin, “This provides reporters with short, sweet sound bites.” Make their job easier and a reporter will reward you for it in the story.
Don’t waste the media’s time, claims Barbara Pierce, president of Millennium Communications, Inc. “Familiarize yourself with the publication/program before pitching an idea.” While doing your research, you should also find out who the right editor or reporter is and how you can get in touch with them. Otherwise, your press release might get caught up in the wrong channels or lost in a sea of fax paper or emails.
Don’t send handwritten information or flyers to the media and expect them to write a press release for you, notes Salsman. Take the time yourself or have a professional draft a release that’s informative and thought-provoking.
Do use pyramid style and keep media alerts to one page, says Pierce. For those of you who didn’t major in communications, this means getting to the point fast. Keep it short. Reporters sift through hundreds of press releases. Though they’d like nothing more than to sit down and soak in a gripping, 10-page account of your company’s history, most of them don’t have the time. Instead, put the most important and exciting information in the opening lines and convince them upfront why your story needs to be told.
Do proofread everything you send, says Salsman. “Make sure that Who, What, Where, Why and When are included, and that a contact name and phone number or email prominently appear.” Getting this information correct is essential. Be honest and precise in all your communications with the media, otherwise your credibility will be shattered. Incorrect numbers and facts can result in your company being grossly misrepresented.
Don’t say “no comment” or ask to speak off the record. Saying no comment always makes you look questionable. As far as on the record, you are always on the record. Everything you say during an interview is fair game. News writers can be brutally honest, so you need to watch your tongue.
Do be creative. Salsman states, “There is always something potentially newsworthy at your business if you use your creativity. One of our clients is particularly adept at spotting interesting angles for his business. He contacts us regularly with updates and, as a result, has enabled us to garner an incredible amount of media attention for him—including three T.V. segments in a single week.”
Don’t make crazy demands. Never demand, whine or threaten the media, says Salsman. Dunkin adds, “Don’t ask for interview questions in advance or try to dictate when and where the story will appear.” Be as accommodating as possible and never argue with them. A reporter has no problem striking your name from their contact list and finding another source that’ll be more cooperative.
Do deliver your own bad news, as well as the good. This is Pierce’s favorite piece of advice. By bringing up negative subjects yourself, you’ll be able to spin them the right way.
Do pay attention to deadlines. Reporters often work under very tight schedules. If you ignore this they’re going to ignore you. Be responsive to their inquiries in a timely manner. Pierce advises her clients that in order to make the best impression they should find out a reporter’s deadline and beat it.
Do contact a PR firm if you have concerns. Many small businesses have no clue how to deal with the media. If you have doubts, it may be time to enlist some professional assistance. Weiss states, “Public relations firms have already developed strong relationships with local media and national media and, therefore, can easily distribute information effectively and generate publicity.”
Post a comment