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Media Exposure for Economic Recovery: Steps for Getting Good Press in Trying Times
By Paula Lyons
For the past year, it seems that all the news has been bad! Financial institutions were in turmoil or failing outright! Government was scrambling to prop them up or bring them down gracefully. Layoffs and re-organizations dominate news cycles. No company, even those among our largest and most well-known, seems immune. Home foreclosures and falling home sales show up in even our wealthiest communities.
So what if you and your organization actually have good news to impart? How do you break through the negative noise and get your message out there?
First, take stock of your own attitude.
I have a good friend from college days who has worked in financial services for over 20 years. In the worst part of the economic crisis, sometime last September, I called Kathy to see how she was doing. "I’m fine," she said. "My clients are concerned, naturally, but they’re in pretty good shape. I’m spending most of my time looking for the opportunity in all of this. Crisis always creates opportunity."
The most successful people I know are like my friend, Kathy. They remain positive in crisis, and look for the opportunities to grow and promote their businesses. The best of them do not shy away from seeking press coverage. They know how important it is to stand out for all the right reasons.
They also understand. It is never EASY to get good press. Chasing the media is a lot like trying to sell a new idea inside a complex organization. First, your idea has to resonate with the "powers that be" and be something that will help them achieve one of their goals. You’ve got to come up with a communications plan, talk your idea up in a variety of ways, to as many influential people as you can, until you find those allies who will help you champion it through.
The media “game” operates under similar rules. You have to understand your audience; then give reporters what they want and need in a way that makes it easy for them to say yes. Often, you have to seek coverage from many sources and adapt your approach to whether they are print, online, or broadcast journalists. As with selling your brilliant idea, it is a numbers game. Approach as many outlets and reporters as you can. Not everyone will say yes, but if your idea is good enough, and truly meets the need of their viewers or readers, someone is bound to say yes.
You may never end up in the Wall Street Journal, the New York Times, or as the big story on Bloomberg news. But there are hundreds of news outlets out there. If you do your part, a hungry reporter will pick up some of your stories. You just have to stay at it, get creative, be willing to try new approaches and remember…this is not a sprint, it’s a marathon.
I was a reporter for 25 years on both local and national television. I know there are opportunities out there because I was always hungry for stories. But not just any story.
- Reporters are really not interested in you, your company, your products, your services, or whatever it is you’re selling and should be paying to advertise.
- They’re interested in stories that are timely, unusual, emotional…stories about firsts, bests, onlys; stories about issues, trends, hot topics and unusual ideas.
- The most important measure of all? Whatever story you pitch has to be relevant and interesting to their readers or listeners. It has to make their business or personal lives better, easier or simpler. In other words, it can’t be just about you and how fabulous you are.
Reporters need:
- Help with their stories
- Good background information
- Outstanding interviews
- Easy access
- Respect for their deadlines
So, if you can afford it, invest in media training for your spokesperson(s)so that they have the skill and confidence to respond quickly when the media calls and deliver sound bites that are clear, concise, interesting and will represent your company in the best possible light.
Final thoughts
Do stories about your “good works” work in these days of negativity? They absolutely can, and do, when you make them easy for reporters to:
- Interview some recipients of your good works (pre-screen and pre-arrange their availability)
- Visit the location where they can see your good works in action, and take photos or video to illustrate their stories
- Understand the scope of your program and get the statistics and facts that support how well it works.
One thing to keep in mind: it isn’t because reporters are lazy that it makes sense to cater to them to ensure good coverage. It’s because they’re busy, and they’re bombarded with story ideas and assignments constantly. The company that keeps reporters’ needs in mind, and adopts a creative and flexible approach that makes it hard for them to say no, will stand out and win at the media game.
Paula Lyons can be contacted at plyons@bates-communications.com For information about media training, how to give great interviews, and how to get positive press, click here: http://www.bates-communications.com/workshops/media-training.php
Other articles for this month include
Media Exposure for Economic Recovery: Steps for Getting Good Press in Trying Times
After the “Re-Org”: 5 Steps for Maintaining Performance, Even When Everything’s Changed
How to “Unearth” Ideas, Issues, and Solutions: Become an “Exploratory Listener”
The #1 Issue for Companies Emerging from the Recession: Rebuilding Trust
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Dow Chemical Co.
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