The Value of Public Relations: Promoting Your Business, Clients and Nonprofits

Advertising is dead, however public relations and integrated marketing communications are on the rise. The media is in the business of telling stories, not promoting companies, products or nonprofits. It is a consumer revolution, where people get their news, information on demand, when ever and where ever they want it via social websites such as
Facebook
,
MySpace
or elsewhere online. The entertainment and advertising agencies are realizing there are billions of dollars to be had on the Internet. And more corporations, even high tech customers are switching to PR.

When I speak to business organizations, one of the best values they find is they do not have to have big budget to for a big company marketing impact. I offer real-world advice for PR and managing the media to startups and organizations that have misconceptions about media placement. When you help the media gather information, interview experts, provide images and whatever it takes to get the story done you strike gold. If you’re quoted, then you’ll get promoted.

There are only so many hot new products or breakthrough trends and achievements with which a business can capture a journalist’s attention. Don’t wait until a crisis or the unexpected happens near or to your company, because it takes a long time to rebuild your CEO, company or client image. Exxon learned the hard way. It waited a week to talk to the media. Former Police Chief Daryl Gates waited several days after KTLA aired the most riveting videotaped beating by LAPD of Rodney King before commenting on police conduct. That officer’s trial verdict later led to the Los Angeles Riots.

The CEO of JetBlue Airways discovered the hard way what happens when you fail to return media calls. Just coming off of a crisis where severe weather had closed hundreds of airports forcing thousands of flights to be canceled. The problem was people were literally sleeping at the airports waiting for the next flights. JetBlue waited almost 48 hours before offering to make up flights and responding to the crisis. But worse than that, the CEO did not know JetBlue was sponsoring a website the media had connected to terrorist groups. When the CEO failed respond, Fox News showed up at his house as he came out, and ambushed him on TV.

Hopefully, he has gone through media training. We tell our clients that, “it is not a matter of if the next crisis hits, but when it will hit your company.

I have experienced crisis on both sides of the media line covering everything from the LA Riots, wildfires, floods, earthquakes to the Beverly Hills cop-slapping trial of Actress Zsa Zsa Gabor. I have even had the pleasure of dissuading CBS 60 Minutes from doing a hit piece on the Housing Authority of the City of Los Angeles. The network crew ended up doing a feature piece on residents moving residents during reconstruction.

A much more visual story, and less politically damaging to a federally funded agency that relied on grant monies to survive. Enough about the ugly, negative press. There are so many ways to get positive press, even during disastrous times.

There are five simple steps to help you create a buzz for your business:

1. The Internet: one of the most under utilized communications is your website, search engines, blogs, directories and there are a lot of free services for websites, directories, large and small business.
2. Newsletters/ezines (electronic newsletters) help announce business developments and activities.
3. Public Speaking: When you speak on current issues or “hot button” topics at a business luncheon or event you’re making your company and yourself newsworthy.
4. News releases and a calendar of events about your company or activities alert editors about your company and you become a future resource
5. Word of Mouth: Mixers, meetings, Toastmasters, Rotary clubs, fundraisers and other business events you’re invited to attend or speak are great places to create a buzz about your business and activities.

To make it work for your CEO or your business, I believe that you need to help a reporter create a story that not only fits your business, but fulfills their assignment. Most of all read the publication or watch the TV news program you want to be on. For example, when a breaking story on a new product or crisis is reported, editors search for people who can talk about them from prevention to just to simplifying how a process or product works. When former President Ronald Reagan died journalists scrambled for experts or doctors who could talk about Alzheimer’s disease.

“Exposing your company to the media is one of the most valuable things your company can do,” explained Mc Quade. “You educate customers, stakeholders, prospects and other important audiences on your company, your product, service and, and you get them to start talking about them.”

I can count on my fingers the number of corporate and government CEO’s and managers who really believe that the media is out to get them. Journalists are really out to get their story. Most reporters have no interest in making you look bad, but they do look for controversy, which often stems from misinformation from people with their own agenda or the company’s competition. This is one more reason to return media phone calls so you can set the record straight. Reporters who earn reputations as being too unfair will find it increasingly difficult to get those great interviews, and therefore, the good stories. Building a solid media relationship is critical to surviving any company crisis, too.

Reporters do look for controversy or the unusual angles. An editor will tell you that controversy makes for more interesting stories; however reporters who research one side of an issue without seeking an opposing view aren’t doing their jobs. In any credible newsroom, a story without of balance won’t make it past the first editor.

The media is literally the last concern that nonprofits, new business startups and big corporations think about until it is too late, and when a crisis strikes or when the media is interested investigating a CEO or company, they’re not prepared. MAYO specializes in media training and media placement. You never know when a shooting or major fire happens right outside your business, and then media arrive. It could be something as simple as a disaster outside the building office, but authorities have blocked it off for as a crime scene.

When I did media work at The Gas Company, I remember external media relations team watching houses explode into a fire ball live on the air, after a water main ruptured. Because we did not go out to the site scene during the Northridge earthquake, the media thought it was a natural gas line. It took hours to get retraction.