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Offer comment

#SillySeasonPR #11

Offer comment #SillySeasonPR

Offer comment

Journalists and broadcasters are often looking for comment on issues.

On one occasion I contacted three architects and managed to get a comment from one. Guess who was featured in the newspaper along with a photo for a few minutes’ work.

How do I become a recognised authority on my subject?

  • Issue press releases offering genuine comment on a topical issue
  • Build relationships with journalists and let them know you can provide comment on your area
  • Add comment to your web site so that journalists searching online for comment will find you
  • Comment on topics on social media networks
  • Publish your own research and reports on your areas of expertise

You won’t necessarily get asked immediately, but when something does crop up needing a comment, journalists will know to contact you or can find you easily when they search online.

Your #SillySeasonPR #11 task is to think how journalists can discover your expertise. Good luck and do ask any questions you have.

Tomorrow: ? Visit to find out

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Catch that PR request before it slips through your fingers

Catch that PR request before it slips through your fingersYou’ve done all the hard work, developed your strategy, planned your campaign, gathered all your information, identified your target audience, written your press release and distributed it.

You come out of a meeting or leave an area with poor mobile reception and your phone bleeps to say you have voicemail. It’s a journalist who wants a comment on the issue you want to talk about it.

It’s the opportunity you’ve worked for, the opportunity you’ve been waiting for.

Take it. Call back. Fast.

Journalists spend a lot of time trying to get hold of people for comment. If they have a deadline, they’ll probably call the next person on the list and forget you.

They will be very grateful when you do call back. I know I am when I’ve got my journalist hat on. And if they know you call back, they are more likely to call you when they want comment in the future.

Don’t let that chance slip through your fingers and disappear downstream.

What is it worth to you?

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.

 

We don’t want any publicity, thank you

Today in my role as business journalist, I phoned to ask a professional firm for some industry comment. The receptionist came back and said they didn’t want to provide any. That was fine with me, because three other firms did want to respond.

Now those three other firms are likely to have their names mentioned in a newspaper for their clients and other businesses to see.

Is that worth anything to them?

Perhaps when someone is thinking of consulting a professional they will remember the names from the article or recognise one of the experts quoted from their accompanying photograph. A new client could generate £500 a year, £5,000 a year, possibly repeated year after year. And all for a few minutes to make a general comment.

I’d recommend making the most of any media opportunity like this. Some businesses are desperate to get into the press, so grab the chance if a journalist calls you.

If you’re worried about what to say, why not prepare an A4 sheet of paper that you can print out on paper or display on your PC if you do get called?

Add bullet points with basic information about what you do in your business. Then, if you start talking and lose your thread, you can use it as a prompt to return you to your point. You could even prepare sheets for different topics. And remember to add your name, title, business and web site or contact details. Make sure you get credited for your comment.

If journalists get to know that you are prepared to comment, they are more likely to call you. Then your name and your business will appear in media articles regularly and raise awareness.

What is that worth to you?

Posted via email from z2zine