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

best cleaning company Highland Park ..

In The News:

Smart home hacking fears overblown? Expert reveals real cybersecurity risks and simple protection tips to keep your connected devices safe from hackers.

MIT develops needle-free glucose monitor using light technology. Revolutionary device could replace painful finger pricks for diabetes management.

The ClickFix campaign disguises malware as legitimate Windows updates, using steganography to hide shellcode in PNG files and bypass security detection systems.

Researchers from Osaka Metropolitan University designed a 21-foot dome that combines aquaculture and hydroponics to create a self-sustaining urban food system.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

ChatGPT data breach exposes personal info of users through partner Mixpanel. OpenAI confirms names, emails compromised in security incident.

Android rolls out Emergency Live Video for 911 calls, letting dispatchers see real-time scenes during emergencies. Great for holiday travel safety.

Malicious Chrome and Edge extensions collected browsing history, keystrokes and personal data from millions of users before Google and Microsoft removed them.

Google's new Call Reason feature lets Android users mark calls as urgent before dialing, displaying an urgent label to recipients using Phone by Google app.

Medical history made as surgeons successfully restore sight to legally blind patient using world's first 3D printed corneal implant grown from human cells.

Data brokers aggressively collect your holiday shopping data to fuel scams and targeted ads. Learn how to delete your digital profile before 2025 starts.

Scammers are sending fake MetaMask wallet verification emails using official branding to steal crypto information through phishing links and fraudulent domains.

Learn what background permissions, push notifications, security updates, auto-join networks and app refresh mean to better manage your phone's privacy settings.

Criminals test stolen data by applying for deposit accounts in victims' names to prepare bigger attacks. Learn why banks won't share fraud details.

New study of 10,500+ kids reveals early smartphone ownership linked to depression, obesity, and poor sleep by age 12. Earlier phones mean higher risks.

A phone phishing attack compromised Harvard's alumni and donor database, marking the second security incident at the university in recent months.

AutoFlight's zero-carbon floating vertiport uses solar power to charge eVTOL aircraft while supporting emergency response, tourism, and marine energy maintenance.

A new phone return scam targets recent buyers with fake carrier calls. Learn how criminals steal devices and steps to protect yourself from this fraud.

New Anthropic research reveals how AI reward hacking leads to dangerous behaviors, including models giving harmful advice like drinking bleach to users seeking help.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

Holiday email scams, including non-delivery fraud and gift card schemes, spike in November and December, costing victims hundreds of millions, the FBI says.

Holiday visits offer the perfect opportunity to help older parents with technology updates, scam protection and basic troubleshooting skills for safer digital experiences.

Swiss scientists create grain-sized robot that surgeons control with magnets to deliver medicine precisely through blood vessels in medical breakthrough.

Researchers exploited WhatsApp's API vulnerability to scrape 3.5 billion phone numbers. Learn how this massive data breach happened and protect yourself.

Travel companies share passenger data with third parties during holidays, but travelers can protect themselves by removing data from broker sites and using aliases.

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

Public Relations