I Read About That in the Paper

– Rick Segel

When was the last time your customers said that about your business? Why not? I’ll tell you why you haven’t heard that. The media doesn’t know who you are and you probably have never given them anything to write about. Conservatively, over 80% of the stories you read in the paper or see on TV are suggested by PR firms or interested parties. The term interested parties covers many different types of people including business owners and managers, from both big and/or small companies.

My experience with the media (we receive at least 10-plus media inquiries per week) is that they need resources for content. Every now and then you come across reporters looking for story ideas but generally an editor above them does that. Due to the massive increase in media outlets from blogs to weeklies, to local access programming, cable, and the doubling of specialty magazines, experts are needed like never before. So why aren’t you being quoted or called on by the media? Here is a list of ideas to help make this happen:

1. The first reason is you don’t look at yourself as an expert. If you spend any significant amount of time on a topic, on a weekly basis for multiple years, you would be considered an expert. If you’ve owned a small gift shop for more than 3 years, then you have expertise in running a business, buying, and industry trends among many other things. Don’t sell yourself short.
2. When you think about a story, you are only thinking about a puff piece about how wonderful you and your business are. Sorry, but that’s the same as watching someone’s home movies about their vacation to Yellowstone. Be a resource, not a self-centered life of the party.
3. There are many issues you have knowledge about. Example: I was speaking to a jeweler last week who said that there isn’t anything much of interest in his business to the media now. I just lost it! Jewelry has been mentioned in all of the media consistently during the last few weeks because of the price of gold, which has risen by $200 in the last few months. How will that affect the price of the $50 pair of earnings? Will jewelers raise the price on all existing jewelry they now own? Gas stations automatically raised them yet most jewelers probably will not. This is literally a “golden” opportunity to become a resource for the media. They want your point of view here.
4. Look for relevance. You must look for the tie-in for which you might be an expert. What could you offer your expertise about that is now happening in the news? Every tack store or farrier should have a fact sheet going out to the media in relationship to Kentucky Derby winner Barbaro’s accident in the Preakness Stakes. Look for the interesting angles.
5. Write the story for the reporter. You will not believe how reporters love to have pre-written stories that they can use. Just remember to use your name or business’ name as much as possible in the article. If you choose not to write a story, at least create a fact sheet and your opinions about the facts.

If you decide that you want to write a piece about your business, then write it when you experience any of the following:

1. Expanding your business
2. Receiving an award
3. Introducing a new strategy or method
4. Announcing a new business partnership (that can mean buying a new line)
5. Something about a customer
6. Reaching a major milestone
7. Overcoming an obstacle
8. Announcing findings from a survey (it can be your own customer survey)

The bottom line is that building a media presence is relatively easy to do. Let the media know you are a source just by telling them your area of expertise and providing useable material about relevant issues. Try it; you will be pleasantly surprised by the results. Just don’t tell them how great you are. Let the content do the talking.