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The questions:
This is a question for those on both sides of the fence to answer…business people, PR professionals, journalists…
For those in business, how have you built relationships with media professionals that has allowed you to gain coverage or make comment on issues in your area of expertise? What has been effective for you?
For journalists, what makes a relationship of value for you – particularly when it’s with a business, who you would assume has their own agenda? What kind of approach gets your attention, and how have some business relationships evolved to be useful to you? Also – anything to avoid?
Sushil Bhan's Answer:
As I have seen both sides of the fence, I think I ought to say that being honest and open with your relationships count a lot. If you're in business with no experience of dealing with the media, then it's better to hire a professional PR firm or take the lengthy route of studying carefully about how to deal with the press. Journalists respond to you even if you have no PR to represent you. If you can write a decent newsworthy press release then they'll definitely carry it. But most business owners with no experience of media feel frustrated why their efforts at attracting the media bears no fruit. If you have nothing new to offer to them then they would have no time for you. At the same time don't get carried away by talking `too much' with the press. It can come back to haunt you. So it would be always better to hire a medium level PR firm. But learn the tricks through them. Then you can cut the expenses by doing it yourself if you have the time and knowledge. A PR firm can get you maximum reach for your firm's developments while your individual relationship with a journalist may land you one or two stories in a particular media outlet. Which means you're losing out on others because you confined it to one small publication. So the lesson is always being friendly with big media house. That may not be easy as they're always busy with big fishes. But it's worth it. If you can't afford a full time retainership with a PR firm, then you can look at assignment based relationship. You pay them only when you use them like holding a press conference, distributing media material, etc. With a PR firm, you'll get to have one-to-one interview with journalists, press conference ideas and arrangements. how to and how not to talk to the press, etc. These all are very crucial if you want to build an image. Initial image with the media lasts forever. Even if you're small but what you do is innovative or different from others journalists will notice. It's only a matter of time you can win them over with professional releases and regular input. But even if you're a big business establishment but have nothing new to say (like in case of a large garment factory that does routine export order with no news angle) then no amount of PR spending would give you visibility. So act wisely. Know where you stand.
From the point of media professionals, especially financial journalists, all they look for is a good story. So have it, and have them. Only some small time scribes would fall for any incentives from you which are looked down upon by most media professionals. Don't take that route if you want to have a long term relationship with media. Think something new that you can think about your business. Think from a journalist's angle. Would you as a journalist find it interesting to carry it in your newspaper or TV news? Know how to develop a `story angle.' Learn all you from PR about handling with journalists. But don't get frustrated if your publicity campaign failed to make an impact. Even big firms lose out to press. Find out why it failed. Learn to grow from it.
If you have expertise in some area, then it's easier to build bridges with the press. Keep yourself visible with quotes, interviews, statements, media invitation to your show or event etc. So the only agenda media has is news. By giving it to them, you promote yourself. They don't mind to promote you as long you give them what they want. But if you've nothing NEW to say, then not even the best PR can help you. So come out with interesting story angles. That itself is a big art. Even most PR firms are not good at it as many of them take help from former journalists to develop story pegs. It calls for wearing a journalist's hat. As I give consultancy to some PR firms on media strategy, I know that a PR firm is as good as its relationship with journalists. Cheers and wishing you success here!
From the point of media professionals, especially financial journalists, all they look for is a good story. So have it, and have them. Only some small time scribes would fall for any incentives from you which are looked down upon by most media professionals. Don't take that route if you want to have a long term relationship with media. Think something new that you can think about your business. Think from a journalist's angle. Would you as a journalist find it interesting to carry it in your newspaper or TV news? Know how to develop a `story angle.' Learn all you from PR about handling with journalists. But don't get frustrated if your publicity campaign failed to make an impact. Even big firms lose out to press. Find out why it failed. Learn to grow from it.
If you have expertise in some area, then it's easier to build bridges with the press. Keep yourself visible with quotes, interviews, statements, media invitation to your show or event etc. So the only agenda media has is news. By giving it to them, you promote yourself. They don't mind to promote you as long you give them what they want. But if you've nothing NEW to say, then not even the best PR can help you. So come out with interesting story angles. That itself is a big art. Even most PR firms are not good at it as many of them take help from former journalists to develop story pegs. It calls for wearing a journalist's hat. As I give consultancy to some PR firms on media strategy, I know that a PR firm is as good as its relationship with journalists. Cheers and wishing you success here!
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