Search CompleteMarkets

... 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 ... 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 ...

...nging from Coke to Pepsi in their vending machines, warrants front-page treatment. Then...