Public Relations Primer Part III: 10 Donts
There are all kinds of smart moves professionals can make to raise their media visibility. Here are ten things not to do if you're aiming to heighten your public profile.
1. Don't make the story about you. The media care about, and want to use, your knowledge and expertise. Build your media pieces around the topics that the public, and the media, want to learn more about ? not around announcements about the latest award you've won.
2. Don't misunderstand the process. The media will quote and feature you if you can deliver information their audiences need. They have no obligation to use you because you took out an ad, or because you play golf with the publisher.
3. Don't bite off too much at once. Keep it simple, and focused. Every media piece you send out should be about just one topic. Don't try to impress them with everything you know, or every possible angle. They can only do one story at a time, and they are deadline-pressured. Subtlety and complexity are usually your enemies.
4. Don't wander, or help reporters wander. In every interview, walk in knowing by heart your main point or message, and two or three key facts that support it. Make sure you say them, repeat them, and be sure the reporter gets them. Don't drift all over the topic's landscape.
5. Don't hold back. Don't withhold your "best stuff" for another day, or for paying clients. This is your spotlight, your moment ? use it! Share the best of your knowledge with the media ? they'll value you more.
6. Don't be leisurely. If a reporter calls, return the call promptly ? within an hour or two, at most. They'll find someone else to use if you don't.
7. Don't overreach your knowledge. Talk to the media only about what you know best. If it's outside your core expertise, give it a pass ? better yet, steer the reporter to a more appropriate resource. You'll score big points. Who wants to come across sounding ill-informed?
8. Don't send the reporter down an unproductive trail. Sure, you want to help a reporter do his or her job better. But that doesn't mean you have to coax them to interview a direct competitor, or someone else in the field who is likely to oppose or contradict you in print.
9. Don't try to fool a reporter or hide key facts. They usually find out anyway.
10. Finally, don't forget who gave you good coverage. Remember and reward reporters who feature you ? not with gifts or anything inappropriate, but with kind thank-yous, and frequent suggestions and information for future stories, even if they may not involve you directly. Reporters value information and ease of access to it ? deliver that, and you'll be a media favorite.
Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.
Managers: Why PR is SO Key
When outside audiences important to your operation do not understand what you are all about or, worse, harbor misconceptions, inaccuracies, untruths and false assumptions about you, you are likely to suffer negative, key audience behaviors that can prevent you from achieving your operating objectives.
The Press Release Method to Get Great Publicity
If you have had any experience in public relations or marketing, you probably know how well press releases can work. There are many, many companies who have increased sales by 100%-300% in a matter of months simply through using press releases.
The Press Release: How to Get the Media to Pay Attention!
As many of you already know, promoting and marketing your business in as many creative ways as possible is crucial to the success of your venture. But finding ways to get noticed presents a major challenge for most entrepreneurs. One of the most cost effective and powerful methods of getting noticed is by way of a good press release. Why? Because it has the potential of reaching millions.
Media Relations: What To Do When Youre Misquoted
When ABC News anchor Peter Jennings announced he had lung cancer last month, reporters who cover the media went into breaking news mode.
Tough Times, Tough Tactics
When times are tough, it's no time to ignore those external audiences whose behaviors matter so much to your organization.
How to Make A Great Press Kit ? A Musicians Guide
As an owner of an independent record label, I often get asked how to put together a great press kit. I have found that young musicians understand their music, but are often intimidated by the marketing end of the business. In this article I will help you figure out how to position yourself, whether you are a Latin female vocalist building her base, or an upstart garage band just looking for a break.
Watch Your Attitude
So many restaurants spend money on publicity and then practically chase customes away by the owner's attitude.Stop to think, please, who is really more important, yourcustomers, your chef or your own cost-saving ideas? True, youhave to keep your chef happy but not if he refuses to cook whatthe customer wants and you, Mr. Restaurateur: what good issaving a few cents here or even a dollar there, if the customernever returns?
A Winning Game Plan
You want to sell your products or services, and that means good money management, top quality products or services, and hard work on your part. But, for REAL success, the icing on the cake is public relations.
How Would You Ever Know?
Your important outside audiences behave in ways that stop you from reaching your objectives.
A Great Way to Do PR
As a business, non-profit or association manager trying to get a bang for your PR buck, you could pretty much concentrate on simple print and broadcast mentions or, for that matter, the whole basket of tactical public relations weaponry including old favorites like high-visibility speech appearances and newsworthy special events.
Hispanic Media Relations Training: What to Do When Hispanic Media Call
You are a spokesperson for your company, representing it for public speaking and media interviews. You are going about your everyday affairs, granting media interviews on a new product or service your company launched or a timely topic of general interest. All is going well and a Hispanic media representative calls. What should you do?
A Sensible Way to Use PR
The most sensible way for business, non-profit or association managers to use public relations is to strive to alter individual perception among their target publics, which leads to changed behaviors, thus helping achieve their managerial objectives.
Make Sure Your Media Room Rocks
If a reporter was writing a story about you and your company and she visited your website, could she find anything useful and interesting about you to use in her story? And could she find it quickly? Or would she immediately abandon your site and look for one of your competitors to write about?
How To Get Zero Cost Publicity For Your Business Part 2
This is the ending to my previous article, How to get no cost publicity for your business. Some other options include signature files, joint ventures, free for all links, informational articles, webrings, and giveaways.
A PR Surprise for Managers
For those business, non-profit and association managers committed to PR tactics like radio and newspaper plugs, it can come as a surprise to discover where public relations value REALLY lies.
Another way to really become known in your area is to speak up. Make yourself available to talk to every civic,business and educational group that will have you. Stress your expertise, and, as with writing the newspaper column,never try to sell anything-except your reputation as a knowledgeable, trustworthy professional.
Credibility Lost or Gained, Are you Prepared?
If a reporter approached you about an interview, would you know what to say do or even how to dress for one? Would you know how to answer questions?Have you ever wondered what the secret of working effectively with the media is? Do you wonder how to increase or even have quality coverage?
How to Write a Media Release That Wins You Coverage & Exposure
The Today show? The New York Times? Vanity Fair? What's your dream hit? While nothing inspires more fear and trepidation in public relations professionals than media relations, it doesn't have to be complicated. There are 2 keys to a press release... the Headline and making sure it doesn't sound like an advertisement, but more like it is news.A media release (which also goes by its former name, the press release) is a one page, double spaced, single-sided document designed to transmit news about books, products, and people. Don't forget that real live people, editors and producers, must pull the release from the fax machine and be motivated to read it.
Publicity: Polls and Surveys Are a Great Path Free Publicity
When I search Google News for "surveys," I get nearly 50,000 results. When I search for "stocks," I get about 54,000. The media love polls and surveys.
The Press Pack Is Chasing You - Give Them Room
There's good news for public relations execs, marketingprofessionals and even one-man-band entrepreneurs: journalistsare surfing your sites looking for news.
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