Making Your Business News Worthy!

The art of being a great PR manager is having the ability to find news in the smallest and most obscure places. For some of us, this “art” has made us a good living. In my opinion, news is everywhere. You just have to know where to look. And once you find it, you have to know how to cultivate it, package it and pitch it.

Now finding news in your business is up to you to create it. You might create it with a new product launch, a new application, developing a new procedure out of an old one, a new hire, a company move, a fund raiser or event, a philanthropic donation. There are a million ways to create media awareness for your business.

Finding the news is usually something we can all do. Developing and communicating that story is often the tricky part. I have a PR system that works for my clients and my business and I hope that this system will work for you.

1. Generally your first communication with a reporter is either through a press release, an e-mail or a phone call. If you email or call first, the reporter will most likely ask that you send a press release. I always write and hone my press releases first to make sure that I am prepared. Once you are a media pro and have developed tons of media contacts it is easier to just pick up the phone. However, until you have developed that trust and rapport with the press, stick to the basics. Produce a well-written, interesting and timely press release. Your press release must have a catchy headline, should be double-spaced and not be more than two pages in length. Also make sure to date it and have your contact number.

2. If you haven’t already built a targeted media base, then you must do this. Depending upon the type of press you want to obtain, this list can be made up of all local and national contacts. Some stories are great for TV because they provide a visual. If you think that your news story is of a visual quality, then try to get it on your local TV. If not, you might be better of sticking to print, radio and internet media.

3. Once you have developed your media target list, send the press release. In this day and age, I still send snail mail, as well as email. That way you can be sure to have reached all of your targets. Do your homework too. Don’t just send your press release to any editor at the local newspaper. Find out which editor or writer is most likely to find your story interesting. If you are a sportswear company, send your release to the Sports and the Lifestyle sections of the paper. If it is a health story, send it to the Health editor, etc.

4. When you first begin to contact the media, it is always good to go at it with the concept of developing relationships. You will find that the media can be your best friend if you provide them with good, up-to-date ideas and stories that help increase the ratings and readership of their respective outlet. You should also be aware of just how they work individually. For instance, one of our media contacts at KTLA TV in Los Angeles starts her day at 3 a.m. By the time we arrive to work at 8.30 a.m she is already out on location doing her show. Therefore, we have come to understand that she likes to receive all of her pitches in a Media Kit. The Media Kit should include the press release, any photos, brochures, samples, etc. She likes this kit to be sent via Federal Express. That way she knows that it is important. By doing things their way, you are stating that you understand that their time in valuable, and letting them know that your product/business is important enough to package to them in a way that will get their attention.

5. After you have written your press release, developed your media target list, compiled and distributed your materials and media kits, next comes follow up. It’s nice to think that the minute your press release or media kit arrives on a reporter’s desk that they will instantly call to interview you. It generally doesn’t happen that way. You have to call them. So be prepared with a bulleted pitch that outlines your key message points. Be certain to state your name, company and phone number twice if you reach voice mail.

6. If you are able to get a reporter or producer on the phone, introduce yourself and your company fully. Ask if this is a good time to talk. If you have talked or worked with them in the past, remind them. If you just saw a show or read an article that they wrote and you genuinely enjoyed it, let them know. Again, this is the basis of creating a relationship. Do not, however, sway away from the purpose of the call by making too much small talk. Then get right to the point of your call. Be prepared with what you are about to say. You might want to practice on a co-worker or in the mirror a few times before calling.

7. Follow up is always the hardest thing for any PR manager to do because it takes time, commitment, perseverance and, most of all, persuasion. Oh, the powers of persuasion. We have all heard it. At our agency we time activate our calls. Our system is such that within days of a mailing going out, if we have not heard from the press, we begin follow up. Our data management program is set so that a manager can go directly to the day’s scheduled phone calls, pull up the press release and script and begin to call. This is vital to the success of your PR program because managing your media contacts, leaving messages on voice mail, being persuasive on the call, scheduling to call them again in the future, all takes organization and commitment. Be certain that you and your team are doing this effectively.

8. Another effective method we use in our PR system is desk side briefings. Plan a day where you can schedule time to go to the offices of your local press contacts (we even do this with the Beauty Editors in New York) and sit down with them for 15 minutes. This gives you the opportunity to meet face to face (put a face with the name), personally deliver your Media Kit, discuss upcoming stories and ideas that might pertain to items already on the editorial calendar and develop a relationship there and then. For some, this kind of media networking is difficult at first but is well worth the time.

9. An event is always a great way to obtain a media presence and news coverage. We have a PR system for hosting an event. It starts with a Fact Sheet, Media Brief and a Press Release. Be certain to schedule these items well in advance of the event to make sure you get your company listed in local calendar schedules, to attempt to get pre-event coverage, as well as on site and post-event coverage.

10. Lastly, this is where you start all over again. Creating news coverage for your business should be an on-going activity within your company. If you develop your strategy, coordinate your events and activities and time activate your press release and follow up, you should be able to garner priceless media coverage for your business for years to come.