It doesn’t matter if you don’t call back . . .

. . . if you don’t want to take advantage of publicity for your business.

In my role as a newspaper writer I continue to wonder at how many businesses lose out on media coverage simply by not returning calls or responding to emails from journalists. If they’ve got more business than they can handle, that’s their decision, but how many businesses are operating at full capacity or don’t need more business?

I know people are busy and can’t always respond instantly, but an attempt to return a call to get a comment or article in the paper at no cost would seem to be worth the effort. Perhaps they think it won’t do them any good.

I know from writing for a local newspaper that editorial does generate enquiries. That’s why many businesses I’ve covered previously contact me again when they have some news they think will interest me.

Perhaps they think they won’t be able to talk about their business coherently. Surely they talk coherently to their customers or else they wouldn’t make any sales. There’s not much difference.

And what if the call is about something negative, such as the horsemeat scandal? If you can comment knowledgeably or have a food business where you can demonstrate traceability and quality, you do have the opportunity to benefit.

So the next time a journalist calls for a comment, take a moment to think about the opportunity and what you want to say before calling them back promptly.

 

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