Home
>
Public Relations
>
What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners

What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners

New business owners often miss out on publicity opportunities because they think it's a nuisance to talk to reporters. In fact, publicity can be far more valuable than advertising. Media exposure can give your business profile a huge boost. You'll attract clients, customers and recruiters. More important, you gain credibility as an "expert" when you can post a copy of a published article on your website, office wall, or portfolio.

Getting attention can be challenging, so when you get a call, be ready! I've been interviewed many times and also conduct interviews as a freelance writer. Here's what I've learned.

1. Answer invitations promptly. Typically journalists email or call to set a time for an interview. These days they may post announcements everywhere from specialized public relations websites to informal networking groups. Clarify when you are available and how you can respond to a particular story.

2. Get creative! Before you say, "I'm not an expert in that area," look for an angle that allows you to showcase your expertise in a new light.

I'm often interviewed for relocation articles that deal with the stress of moving. But I can direct my expertise to articles that don't deal specifically with relocation. For an article about party sales, I might suggest questions like, "How can you sell to newcomers?"

3. Translate thoughts into stories. Suppose you're interviewed for an article, "Do successful business people really practice positive thinking?" Puffy statements like, "As a successful retailer, I think it's important to think positively," won't make good sound bites.

If you can say, truthfully, that sales tripled when you began a new visualization ritual, you've got a story to share. Or if you find the opposite -- success arrived on your most pessimistic, throw-in-the-towel day -- you've got another story.

4. Combine candor with care. Writers need meat for their stories, not just bare outlines. Don't make a writer tease out details. However, be aware that you're speaking on the record. Writers enjoy loose, informal conversations, and it's fair game to get you so relaxed you begin spilling information you wish you hadn't. When answering tough questions, choose words that puts you and your company in a favorable light.

5. Never, ever ask to see a copy of a story before it's printed. That's a major taboo in journalism and you'll come across as clueless. Writers rushing to meet deadlines rarely have time to share stories. They may have interviewed two dozen people for a single two-column story ? and they can't go back and call each one. Additionally, editors have the final say. Editors can delete whole sections, rearrange stories and change the writer's words. Writers themselves often have to grit their teeth and say, "Well, it goes with the territory."

Bonus tip: Write a brief email note to thank the writer, even if you're not one hundred percent pleased. Include a note indicating your willingness to be interviewed for other stories. "I also am available for stories on psychology and family life," you could add. A real estate agent could say, "I am available to comment on events and places that attract newcomers to the area."

Publicity is worth a whole lot more than the paper it's printed on. Become friends with the news industry and treat writers kindly, and you'll be surprised at the rewards that come your way. That's certainly been my own experience.

I offer one-to-one consultations on career strategy.

About The Author

Cathy Goodwin, Ph.D., is an author, speaker and career/business consultant, helping midlife professionals take their First step to a Second Career. http://www.cathygoodwin.com.

"Ten secrets of mastering a major life change" http://www.cathygoodwin.com

Contact: http://www.cathygoodwin.com 505-534-4294

Wood Dale Chicago prom limo .. Lockport Chicago limo O’Hare

In The News:

Fueled by artificial intelligence, CyberDog the robotic dog is designed specifically locate fire ant nests, which are endangering ecosystems.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents

Internet browsers are useful, but they can be dangerous. Clicking on malicious links can direct you to dangerous websites that steal information or infect your device.

Apple's latest iOS update introduces advanced artificial intelligence capabilities, which may be capturing and analyzing sensitive information.

Breach site confirmed 56,904,909 Hot Topic users' data leaked online. Tech expert Kurt “CyberGuy" Knutsson says the company's silence makes matters even worse.

Tech expert Kurt “CyberGuy" Knutsson discusses how an innovative Easy-Way kit turns standard strollers electric, simplifying navigation for parents.

Tech expert Kurt “CyberGuy" Knutsson talks about T-Mobile being hacked in broad cyberattack on global phone and internet companies.

Tech expert Kurt “CyberGuy" Knutsson shows you how to add, customize and manage widgets for quick access to apps and info from your iPhone home screen.

Wrong Google searches can not only compromise your device and personal data. They can also bring law enforcement to your doorstep. Hackers are targeting Google searches.

China's Shanghai Kepler Robotics has developed a new humanoid robot that can carry up to 35 pounds per hand for commercial applications across various industries

Checking your hearing has gotten easier with the new hearing test feature in AirPods Pro 2. You can take reliable hearing tests using your iPhone or iPad.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Kurt "CyberGuy" Knutsson explains how a VPN — virtual private network — works and how running it can slow down the operation of your device.

The WalkON Suit F1, an exoskeleton developed to help people with disabilities, can actually walk over to a person in a wheelchair, solving a major problem.

ClickFix, a new scam targeting computer users, is on the rise in the U.S. The scam prompts its targets to click on a link to fix a problem.

Skydweller is the world's largest unmanned solar-powered aircraft that can stay airborne for weeks, and even months, without refueling.

The U.S. government said it is investigating after People's Republic of China hackers targeted commercial telecommunications service providers in the U.S.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Scammers are using increasingly sophisticated ways to lure unsuspecting victims, and some are impersonating an email help desk or support team.

You can unsend or edit your iMessages with the latest iOS updates. Kurt the CyberGuy explains how you can save yourself some potential embarrassment.

Kurt “CyberGuy" Knutsson says there’s been a rise in cybercriminal services using hacked police and government emails to send subpoenas and data requests to U.S. companies.

Kurt “CyberGuy" Knutsson discusses how Axiom Space and luxury designer Prada are collaborating on NASA's Artemis III spacesuit design.

Voice assistants may cause confusion across devices. Tech expert Kurt “CyberGuy" Knutsson offers some solutions to fix it.

Shameless scammers trick veterans into giving personal info or cash. Tech expert Kurt “CyberGuy" Knutsson explores five common scams.

What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners

Public Relations