Many people know that favorable publicity can bring a large influx in business from customers who didn’t know your firm even existed. Still, dealing with the media can be time-consuming, without any guarantee that the effort will be beneficial.
So, how do you determine whether dealing with the media is worth the effort?
First, ask yourself a couple of questions:
Will my business benefit if I talk to a reporter? If a journalist likes your business or believes that you have information that his or her readers or viewers will find useful or entertaining, then it can help to talk.
Will my business be harmed if I don’t? If a reporter is asking for a response to an allegation that your business is either harmful or has done something harmful, then it may be worthwhile to tell your side of the story. Tip: A negative story can’t be avoided by refusing to talk to a reporter.
If talking to a journalist will neither help nor hurt, then there is no business reason to bother. Unless you have something to tell the world, there’s no point in talking to a mass communicator.
However, if there is a benefit, the next question is:
What steps should I take to get the best result?
First, write out a communications plan to guide your actions. In it, describe the issue, and who you are trying to influence (the reporter, the authorities, your neighbors, etc.). List the steps to take to maximize the possibility of a positive outcome, including providing interviews with top officials, tours of your facility, and cell phone numbers. Decide upfront what your company officials will emphasize in interviews and prepare a list of tough questions and possible answers in case they’re needed.
Because it is relatively easy to get swept away when dealing with reporters, having the plan in front of you will help keep you focused on the outcome – getting the best coverage possible – rather than on the process of the interview.
Attitude Adjustment
Whether the story is likely to be positive or negative, a good attitude can help get better coverage.
Be helpful or at least matter-of-fact in answering questions. Reporters are paid to ask nearly every question they can think of when doing a story. Expect questions you like and don’t like when being interviewed. While it is appropriate to be passionate when making positive statements, avoid showing irritation at negative inquiries.
Be accessible. Again, whether the story is likely to be positive or negative, your goal is to get the best possible story. That may mean being in constant contact even if you don’t like the story’s direction.
Keep the process in perspective. While a good story can help and a bad story can hurt, neither is likely to affect your business forever. Remember, today’s newspaper is tomorrow’s birdcage liner.
Afterwards, move on. No matter how the story turns out, put it in the background after it has run. If you expect to have further dealings with reporters, don’t expect this experience to be much of a guide to the next encounter. The media generally has little or no memory. That means that they could run a positive story today and a negative one next week.
