Many people fear the press and for understandable reasons. The British press is world-renowned for its ruthlessness, cunning and ability to get big scoops. However, the sensationalism and fit-ups are usually reserved for celebrities, typically business owners are not in its cross-hairs.
For most business owners the media is more likely to be an ally than an enemy. There are many publications out there and getting your company featured in them can be highly beneficial. It boosts your profile, increases awareness, lends credibility to what you are offering and makes you money. Dealing with the media in an effective way is a must for growing businesses.
PR
Public relations companies are everywhere and many companies use them. However, they are a mixed bag and it is easy to pay out good money for little in return. It is essential you see clear evidence of how good they are at dealing with the media before you agree a deal. Insist on seeing press cuttings and online articles of their existing clients which they have helped to bring about. But remember they cannot guarantee you coverage and ultimately whether a journalist is prepared to interview and write about you is determined by how interesting your story is. A good PR should be able to help develop that with you.
Interviews
The one problem with dealing with the media is that it does take up a considerable amount of your time. Interviews will usually take place over the phone and while the questions might seem extensive, the amount of coverage afterwards can appear to be very small. But don’t think they are wasting your time for the sake of it, it’s because the size and scope of their articles can change overnight and they want to have all bases covered.
You might get questions that you find awkward or don’t wish to answer, if this is the case then simply say ‘sorry I can’t reveal that’ or ‘that’s confidential’, it is unlikely they will be offended. However, you must not lie. Forget about all the talk of spin, if you lie and are found out it will seriously harm your reputation and word spreads fast in media circles.
Press releases
There’s no harm sending out regular announcements, although remember that the only ones which generate any coverage are those which are deemed to be newsworthy. Exactly what this means is different for each publication but things which are news are often self-evidently so and things that requires lengthy explanation are unlikely to be regarded as a story.