The traditional mass media is a great source of free publicity. Many successful businesses have grown through clever media relations.
If the business intends to have dealings with the media, you must understand the protocols that prevail in the media industry. Journalists are busy people, constantly dealing with deadlines and working through a constant flow of new information.
So, respect the pressures that journalists work under. When presenting information about your business make sure it is:
- relevant and newsworthy
- in time for deadlines
- in a format that is easy to use.
Get to know the journalists who are interested in your industry and find out when they have deadlines. Keep conversations with them brief. Editorial copy has more credibility than advertising but takes time to organise and deliver.
A photo or story on the front page of a major newspaper would be great but is not essential. Trade and specialist magazines, local newspapers and newsletters are always looking out for stories that could feature your business. Of course, the trade press will also be looking for the advertising dollar, too.
Conducting a survey, giving or receiving an award or organising an event are all well-established methods of getting stories into the media. An opening, a well-known customer, or an unusual event could be newsworthy. It also need not only be words – photographs have great impact and will be welcomed by editors.
A one-page ‘backgrounder’ on the business and it its staff with accurate contact details and a list of products/services should be made available to the journalist. This should not only be available on the business web site but should also be attached to media releases.
Negative media attention, whether deserved or not, hurts a business. In this case, get professional advice from a public relations consultant.
All public relations and media work should be part of the marketing plan.