Don't Miss Opportunities - When the Press Calls, Answer

Cooperate With the Press and They'll Work to Your Advantage:

"Just say yes to free press," a small business owner friend of mine always says. I hear stories from freelance writers all the time about business owners who miss opportunities to be featured on the radio, in newspapers and magazines, and on TV because they simply didn't get back to the press in time.

The lives of small business owners get busy, but if you find yourself too busy to accept some free PR, consider it time to start delegating tasks to others or downsizing the scale of your business altogether to free yourself up. When you're on a budget, a missed "freebie" can be costly.

Even when the press is doing a story unrelated to your business, it's beneficial to answer a few questions. This is your chance to take the stage in front of thousands of readers and viewers, and offer your opinion or get your business name out there.

Recognizing Scam Media Inquiries:

Be aware that disreputable companies may pretend to be media or editorial companies, and will approach your company as though they are doing a feature story on your business. Here are some warning signs that the media inquiry you've received is a scam:

1. They want your money. The real media will never charge you for a TV spot or article. If you pay, consider it an "infomercial," sponsored feature, or strictly an advertisement. If there's a fee for the coverage, it's not really coming from the press, but a private company.
2. You can't get details about when, how, and where the story will be published or broadcast.
3. You can't find the name of the TV station, radio, or magazine online or in a directory. Chances are if you take down the name of the company and Google it, you'll discover quickly if it is a scam or not.

Rules for Dealing With the Media:

If you're new to dealing with the press and media, study up on some common practices and procedures that will help your small business take advantage of free press opportunities to wield free marketing and advertising.

1. Write a "media policy" with frequently asked questions and responses staff can use when the press calls.
2. Designate a company spokesperson to respond to media inquiries.
3. Research and become familiar with the media outlets you're likely to run into.
4. Clearly define to employees or your spokesperson what information is confidential.
5. Always be honest and don't exaggerate. It's okay to say you don't know something or ask for more time to answer a question.
6. Saying "no comment" or not calling back looks terrible.
7. Articulate clearly and avoid big words.
8. Treat reporters courteously.
9. Ask questions about the story being written, especially who else is being interviewed or when the story will be released.
10.  Speak to the reporter as though you are speaking to a crowd of people.
11.  Consider everything you say "on the record." That is, anything a reporter sees you do or hears you say might end up in the story.
12.  You can ask for the reporter to read back quotes to confirm accuracy, but it's unlikely you'll see the entire story before it's published.

At the end of the day, even when the press is approaching difficult or "negative" subjects, timely and well-thought out responses can have a positive marketing effect for your business without costing you anything. Chances are the story is going to be published whether you comment or not, so why not take the opportunity to let your opinion be heard?

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What's Next

Next In This Guide
Part 30:
Joining HARO: Help A Reporter Out - Rather than searching for media outlets that might be interested in promoting your products, scan inquiries in one place by joining HARO (Help A Reporter Out).

Previous In This guide
Part 28:
Offering Marketing Internships - Rather than hiring expensive marketing firms or skipping marketing altogether, marketing internships offer a win-win for small businesses on a budget and students looking for experience.

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