Knowhow - Getting Ink | Want positive press? Keep three words in mind: Trends, Issues and Concerns
Media coverage comes in many forms. It could be human interest or public concern, a new expansion on your warehouse or it could come in the form of a crisis, as we’ve seen lately with Toyota or even worse depending on how you look at it, Tiger Woods.
When the news is bad or public safety is at risk, it’s usually not a problem to get media coverage whether you like it or not.
Getting good media coverage for your business is a bit more challenging if you’re not prepared or don’t have the skills to navigate through the media. I have had my share of editors ask me over the years, “Why would my readers care about this?” That should be the first question you ask yourself before you pick up the phone or start writing a letter or press release to the media. You also need to know what an editor or journalist wants from you when you make that call.
There are three words that should guide you when approaching the media to cover your business or client: trends, issues and concerns. Keeping these words in mind when you’re approaching the media will separate you from the people that are just begging for media coverage with no real angle.
Trends. You can look at this a couple ways. Either you bring a national or industry trend to the attention of a media outlet or if you believe you are setting that trend in your industry, it’s a good time to bring that to the attention of an interested journalist. For instance; Are you in the food business and can you comment on any fluctuation in market prices? Can you articulate why that would affect your customers and how you might be countering the rise or fall in prices? Are you in the auto industry and can you bring up how you are forging ahead in business with the lost credibility of certain auto-makers?
Issues. Are there issues that plague your industry and how do you work around them or solve them unlike others in your field? Example: Have health insurance and other benefits risen at your business and have you found a creative way to manage these costs and keep employees happy in the process? Are there issues surrounding the efforts of “going green” and has your business developed new ways to “go green” and possibly help a worthy cause in the process?
Concerns. A concern could be the lack of funding for a particular project of a nonprofit organization. Two ways you could look at this are: the public appeal to garner additional support or the ways in which you have managed to keep the program going through cost-savings or increased sources of funding from other areas. Does your business depend on another industry such as the real estate market and how are you creatively keeping your head above water during these times?
Anyone in the media or working in public relations will tell you the opportunity for coverage is shrinking. The better prepared you are and the more knowledgeable you are about how the media operate and what they want from you will only improve your chances of getting solid media coverage for your business.
David Greenwood owns a Hudson-based public relations firm. He can be reached at david@davidagreenwood.com.
WBJ Web Partners
Most Recent
Most Recent
0 Comments