Business Success Center

Media Communication: What’s Your Story?

Have you ever read an article about a competitor’s new products? Overhead someone raving about someone else’s great service? Feel like the same companies’ names are continually “popping up” around town? That’s publicity!

Successful companies realize that people prefer to do business with someone that they have heard of or with someone they know. If potential clients don’t know who you are and what you do, how can you grow your business? Fortunately, transitioning a business from “unknown” to “super star” may not be as difficult as you would think.

What most companies don’t realize is that publicity is one of the most cost-effective means of growing a business, whether you are a sole-proprietor or a multi-billion dollar, international employer. In fact, publicity is a “must” for every company’s marketing plan regardless of budget limitations.

The media (newspapers, magazines, radio, or television) needs your stories as much as you need them to appear in the media. After all, without stories like yours, there would be very little “content” to read. It’s a win-win situation - you are promoting your company and, in the process, supplying the media with quality information. However, before you start writing, there are a few more things you need to know.

While the press needs articles, a piece consisting of just a few stray thoughts will likely end up in the wastepaper basket in lieu of in the media. Additionally, due to space and time limitations, many businesses are competing against each other for the same great prize – “free publicity.” After all, who could blame them? Consequently, only a fraction of the articles submitted will ever grace the pages of any publication or receive air-time. The rest of the stories will get lost in the infamous “slush” pile before making the final trek to the “circular file.” Thus, publicizing your business must be approached with the same respect that you would give product engineering or quality control.

So how do you make sure that your great story lands in the press and not in the wastepaper basket? Here are a few tips to help you accomplish the task:

Start with an idea. Talk about your latest product, announce a new location, or introduce your most recent hire. When selecting a topic, keep in mind the audience you are targeting.

Know where to send it. First, do your research to determine possible publications or other mediums that would be a good fit for your story and would reach your target audience. If you do most of your business in the local area, think locally and regionally. Many businesses often overlook radio and television opportunities. Don’t make that mistake, especially if it would help effectively reach your target audience.

Secondly, find the right person to send your article to, introduce yourself, and ask him/her if he/she would be interested in your story. Perhaps there’s a special issue planned that would make a great tie-in.

Know your objectives. What are you trying to achieve? Are you trying to give a “quick mention” like introducing a new hire or announcing a promotion? Perhaps, you are trying to establish your expertise in a particular field with a more in-depth piece.

Know your deadlines. Newspapers have short lead times before publication and require material that can be used within a week or two. Newspaper editors tend to shy away from “old news.” Magazines have longer lead times, so your article has to be in their hands months in advance. Always remember, the due date is carved in stone. Miss it, and you’ve done a lot of work for nothing, as well as lost credibility for future publicity opportunities.

Write the right story. Don’t be afraid to ask the editor questions. What length article do they want? Should the story include a photograph? Preferred format for submission (disk or e-mail attachment)? Remember to include the four W’s: who, what, where, when. A press release should always be dated, double-spaced, and definitely short and to the point.

Follow-up. Build a rapport with editors. Become a source of information about the industry, not just about your company. Set dates for making phone calls. Make sure that the right person has received the story. Avoid “hounding” your contact or you may damage that relationship.

Plan a complete campaign. Publicity is just one component of a successful marketing plan! Look at the big picture and make sure that all marketing elements are working together to bring you success.

Remember, it will take more than just one article to keep people talking about your company. Make publicity a part of your monthly activities and an important part of your marketing plan. In doing so, “stardom” will be just around the corner!

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