Press coverage is important to all businesses/companies; both large and small. Trying to get coverage, however, can be a challenge in itself. Being aware of what succeeds and what fails can help tremendously. Here is a list of what NOT to do and an explanation of what to instead.
- You’re not answering a reporter’s question
It’s important to remember that new people are entering your market niche every day. That being said, do not expect reporters or your target market to know everything about your company. Only answer questions that you are certain about. If you do not have an answer, find it and get back to the reporter or editor.
- You’re not replying to editorial requests
It’s common courtesy to thank the reporter for thinking about your company. Even if the request is not necessarily up your alley at this time. Be sure to use this opportunity to consider a better fit for commentary in the future.
- You’re not listening to your Public Relations adviser
With experience comes knowledge. That being said, it is important to listen to your PR consultant when it comes to dealing with reporters and editors. Your consultant will most likely know what they want and know how to meet their needs.
- You’re responding before considering content
Today’s digital world makes content extremely important. With content being the top priority, taking advantage of it before your competition is key.
- You’re distributing a boring press announcement
Sometimes it is best to excite your audience rather than educating them right from the start. When introducing the topic of discussion, let your receivers know what the benefits are, how this new device/service is going to help them, etc.