It's popular to hate the press these days. Between visions of Princess Diana's mangled black sedan and MSNBC's apparent broadcasting credo of 'all Monica, all the time,' it's easy to see why. Many who don't go so far as to hate the press still distrust it, thinking that a broadcaster's emotional ties begin and end with the Nielsen ratings. Again, given today's programming, this isn't difficult to understand.
But in many ways, it makes as much sense to get mad at the media as it does to get upset at the weather. Like the weather, which can follow up violent storms with sunshine and blue skies, the press can either be your worst enemy or best friend. So do you want to be mad at the media, or use it to your advantage?
Unfortunately, many business owners feel that the only safe place to appear in a newspaper is within the borders of an advertisement. They believe that returning a reporter's call is akin to inviting Mike Wallace and a 60 Minutes camera crew to dinner. But having a specific public relations plan can make all the difference to the success of your business.
Here are a few ideas on what works in public relations:
Realize that not everything is a story. Some business owners think that everything they do, from buying new office furniture to changing from Coke to Pepsi in their vending machines, warrants front-page treatment. Then they act confused when the editor of the local weekly doesn't share this enthusiasm.
The whole trick to successful journalism is to be interesting-at least interesting enough so people will read beyond the first paragraph. You have to think, 'What would I want to read about?'
Stories can come from anywhere, and not all of them have to be directly about your company to give you positive PR. Do your employees have interesting stories to tell? Chances are they do. For example, if you run a hospital and have a nurse who volunteers in third-world countries each summer, let the local papers know about it. While the story will no doubt concentrate on the nurse, it will also silently send the message that the people who work in your hospital care about others. Without empty hype and fanfare, an article can elevate the stature of your organization in readers' eyes.
Keep your releases simple. Longer isn't always better. Just tell your story and end on a strong note. Whenever possible, enclose a photo, and always include a phone number if the editor has any questions.
Again, the key is to catch the eye of both the editor and the reader. Writing is best described as 'thinking on paper,' and it's a much more difficult task than most suspect. Keep the tone of your news release conversational and try to use as few words as possible.
Unless you are a trained writer, it's in your best interest to hire someone with writing experience to produce your press releases. A public relations firm knows not only the proper format, but the best places to submit it.
Come clean. Want to destroy your business' reputation in record time? Then don't take a reporter's calls if he or she is writing an unflattering story on your company. 'No comment' are the two worst words that can be written about you. When you refuse to talk to a reporter, you're shunning not only the reporter, but everyone who reads the paper (in many cases, potential customers).
When a reporter comes calling, be prepared. If your company had an accident or made a mistake, admit it. But be sure to stress any steps being taken to correct the problem.
Hold events. What gets more attention by the media, museums or parades? The answer is obvious. People are drawn to events far more strongly than they are to places.
Hosting a special event or 'day' is a good way of getting the publicity you want. For example, if you run an office supply store, try running a 'back to school' event. You can get as creative as you want. Make the calendar your ally. Perform a charity drive during the holidays; if you want your contributions to stand out even more, try it during the summer. Believe it or not, the press will publish positive stories.
Take advantage of these public relations tips, and you'll be surprised at the benefits of a good PR strategy for your business.