|
When the media comes calling, do you know how to handle the situation to gain
positive visibility for your company? Often, small business owners miss out on
great opportunities—or turn a potentially positive situation into a negative one
for their firms. Dealing with the media does not have to be scary or
confrontational.
A writer or reporter working on a story will often contact local businesses for
one of three reasons: to get an expert opinion from inside a particular
industry; to obtain a reaction to a trend or recent event from a local business;
and to gain background information on a complex subject. All of these reasons
give you a great opportunity to position yourself as an expert and a leader. Use
these five tips to work with reporters, and reap the benefits in good publicity.
Answer the phone. I’m amazed at the number of business people who shy away from
taking a call from a writer or reporter. Writers are calling to get an industry
perspective or to gain a quote from an expert—you. You can’t be quoted if you
don’t answer the phone!
Respond promptly. Writers work on deadline. A reporter for a daily newspaper may
have only a few hours in which to gather information before the story is due. A
magazine writer may have a few days. So many times I’ve seen business owners put
off returning a call only to find out that the article has been written without
their input. Think of the opportunity to get quoted positively as a free ad for
your company. It’s a gift. Don’t keep the giver waiting.
Avoid paranoia. Although it is fashionable in some circles to be cynical (and
even hostile) to the media, the truth is that most reporters are just trying to
do a day’s work—which for them is writing articles and stories. Unless your firm
has done something wrong, the writer is rarely “out to get you.” Some companies
create a negative story where none previously existed by treating reporters as
the enemy or by responding in an adversarial way. Give the writer the benefit of
the doubt. You certainly don’t want to volunteer any negative information, but
you can use the power of the pen to showcase your company in a positive light.
Never say “no comment.” It always makes you look guilty or scared. Even in a bad
situation, say something that offers insight into the actions you plan to take
or the way you hope to turn things around.
Think before you speak. I’ve heard people complain about being misquoted by
writers or even made to look bad. In reality, the reporter most likely used the
person’s exact words, which may not have come across very well when the person
read what he actually said. You can avoid having this happen to you by taking a
moment to collect your thoughts instead of blurting out the first thing that
comes to mind. Asking for a moment to think through the question is perfectly
legitimate. Most writers will be willing to wait. After all, the writer wants a
good quote, too! So take a moment and say what you really mean. It will look
better the next day when you read it in print.
Avoid puffery. Avoid the urge to brag. Saying that your company is the best, the
only or the first in its industry creates liability for the writer unless you
can back up your claim. Talk about your services and what makes your company
different, but avoid overstatements that are likely to get your quote deleted.
By using these five tips, you can leverage a writer’s question into great
visibility for your company. Always be sure to spell out your name even if the
writer forgets to ask, and make sure he or she has your correct title, the full
name of your business, and even your email address for any follow-up questions
or clarifications. By making the most of the chance to be quoted, you are
putting good public relations to work for your company—for free!
Gail Z. Martin owns DreamSpinner Communications and helps companies in the U.S.
and Canada tell the Real Story of their business through exceptional writing and
marketing. Gail has an MBA in marketing and over 20 years of corporate and
non-profit experience at senior executive levels. She is also the author of The
Summoner, a fantasy adventure novel.
Sign up for a FREE email mini course, FREE marketing conference call and a FREE
teleseminar on Telling Your Real Story, at
http://www.DreamSpinnerCommunications.com Find out more about Gail’s
books at
http://www.ChroniclesOfTheNecromancer.com Contact Gail at 704-595-9581
to start telling the Real Story of your business.
|
|
