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There is no guarantee that PR (public relations) will work, but when it does it can be extremely powerful, ask Paris Hilton. There are a few things that every business owner should know about PR. Rule # 1) Best place to start is the local media! If you start with your local media the chances are that a big media company is reading or listening. If your story has national appeal it might get aired by the big media companies. It is much easier to get local press plus the chances are that many of your customers are local too. Rule #2) Figure out the best media to use and it can be the local newspaper, the local radio or TV stations and the Internet. Each has their advantages and disadvantages. Typically if the New York Times publishes an article on the front page and the TV stations tend to follow their lead. Some stories are better suited for Newspapers than are TV when they first break. It depends on the visual nature of the story. At My Success Gateway, LLC we have been covered in all 4 big media: Newspapers, TV, Radio and Internet. Rule # 3) Know who to talk to in the media companies. In newsprint it is always best to speak directly with the reporter who has ownership of their area subject. For example if your story is about business call the business editor, if it is about local happenings call the local reporter. In TV you will ask for the "assingment desk" or the "assignment editor" or the show producer to pitch your story to. Rule # 4) Make your story current with the other news, and give it a hook! For example let's say you run a massage business and every year near your town there is a big marathon. Set up a massage station near the finish line to treat the runners. Give them free massages. Explain to them that a deep massage is good for you after an event like this. Next get on the phone to the local news teams and let them know that you are a massage professional and are "taking care of the runners" post race. Rule # 5) Make the story promote able. When the news station is covering other stories and says we will be right back with advice on how to manage your back pain in the upcoming marathon by doing a few simple techniques such as massage. Share this idea with the assignment editor. This is how they are thinking, do their thinking for them, make it easy for them to visualize the story. Rule # 6) Make sure that there is a payoff for the viewers! The viewers probably already know that there is going to be a marathon in their city and might know some of the runners in the event. The payoff for the runners is to learn how to manage their back pain after their marathon. The TV station will love doing the story because it offers tips on wellness and they are being perceived as a community contributor to the story and this will hold and attract viewers. Rule # 7) Tell them you want to make a fast story pitch! 9 out of 10 producers, assignment editors and reporters will say yeas to 30 seconds, but not if they are on deadline. If they do say yes have your duicks in a row and start talking and doln't shut up until they tell you to. If they like the story they will tell you. They will ask for mor einformation. If they say e-mail it into news@newsstation.com that means it won't make their broadcast. If they ask you to mail it to their e-mail directly you stand a better chance. In conclusion, every business has news opportunities. Knowing how to navigate the newsroom is 95% of success. The other 5% is picking up the phone and making the calls.
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