Management
Issue No. 44 - December/January 2008
How to get free, positive publicity
by Mark Aiston
Do you wonder why the business down road seems to get all the media attention? Why stories about the business and its products are constantly on the television news and in the local paper?
Chances are the owner of the business has an intimate knowledge of how the media works and how to use the media to his or her advantage.
Over the past 25 years I’ve worked in radio and television as a reporter and presenter. I’ve spent most of that time in newsrooms, where I’ve had the chance to observe how people deal with the media.
Some are media savvy and understand the routine but others tend to be at odds with the media, and simply don’t appreciate the media’s requirements.
So which group do you think end up gaining the most positive publicity for themselves and their business? That’s right: the group that understand how media works and focus on working with, rather than against, the media.
There’s so much to know about the media and its idiosyncracies but in my view if you’re looking to gain more positive media publicity, building relationships with the media is a great start.
No matter what size or style, large or small, franchise or niche, any manager knows that without promotion the growth of the business can be at risk. Your relationship with a reporter can make all the difference. The media are always looking for a good story. Every day, television, radio and print news outlets need to fill their programs and pages with content.
If you have a good story to tell, and you promote your story to the media in the right way, the rewards can be significant. A good story about your business or product can win more credibility than a commercial spot and won’t cost a cent.
So what’s a good story? Here are a few examples:
• Your company has just recorded a significant profit
• Your company is celebrating 10 years of service
• Your company owner turns 90
• You’re launching a ne...
