KABC Radio, Los Angeles September 1, 2001
Entrepreneur.com August 6, 2001
Attracting the Press's Attention
SBTV.com August, 2001
Make the Buzz About You -- Part 2
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Los Angeles Business Journal August 6, 2001
Persistence, Focus Pay Off When Publicizing Business by Jane Applegate
Jane Pollak, a Westport, Connecticut-based artist and entrepreneur who creates intricately decorated eggs, has had great success getting media attention. Her secret of success: persistence.
"People think, if I try once, it's over," says Pollak, who has landed prime television appearances on HGTV (Home & Garden TV), the "Today Show," and many other television programs. Articles about her work have appeared in dozens of newspapers, including the New York Times. She knows she has a good story to tell and is usually able to convince a journalist to tell it.
"You have to tell yourself, 'When someone doesn't call me back, it has nothing to do with me,'" says Pollak. "And, it usually doesn't. Sure, I feel a little pushy when I call someone who's said they'd call me. But people usually appreciate it."
Reporters and producers are used to hearing from publicists who are thick-skinned and tenacious. If you, the business owner, makes the contact, you will stand out from the crowd of PR folks. (We always give first priority to story ideas for this column submitted by readers). Be sure to make a journalist's life easier by making yourself available and by introducing them to others who may enrich their story.
"If you're a smaller business, it's rare that someone will do a story just on your business," says Los Angeles-based public relations veteran, Tracy Bagatelle-Black. "You want to pitch them something called a 'round-up' story and pick a couple of other businesses to write about in addition to yours."
A round up includes several viewpoints on a trend or breaking news event. Maybe you are one of several aquarium owners responding to an environment report, or you are part of a small new crop of tech companies in Kansas. The goal is to identify a trend that you can intelligently comment on and pitch the idea to a journalist.
"If you're pitching the story idea and you're the main source, you'll be quoted more often," says Bagatelle-Black. "Sometimes, the journalist won't even have to call the other sources if they know you're available."
Once you've gotten a reporter's attention, the next question is, are you the best person to be interviewed? Often reporters prefer to speak with the company founder or CEO. If the CEO isn't available or you prefer not to be interviewed, line up an alternate spokesperson.
"Just being on the phone with [a reporter], means you've already been sold," says Bagatelle-Black. "Instead of selling the company, finding out what a reporter wants to know."
Be careful, though, not to be too aggressive when it comes to selling your products or services to the press.
"Selling yourself as an expert is more subtle, and much more effective," said Bagatelle-Black. "If you're just giving a reporter a sales pitch, you're not going to get quoted."
Always be well prepared for an interview. Get your facts and figures in order and practice with a friend or colleague playing the role of the reporter. If you are booked on "Larry King Live," or a prime time business show on CNBC, you might want to hire a professional media coach to help you prepare for unexpected or hostile questions.
"The best thing to do is sit down and come up with key message points," says Bagatelle-Black. "You want to get the key thinkers in the company together and make sure they agree on what you should say."
If you do land a coveted television interview, remember that unless it's live, the interview will probably be edited.
"One of the key things that people don't think about while doing a TV interview is that you have to constantly say the name of the company," advises Bagatelle-Black. "You have to keep saying the name of the company at the start of every sentence so when they choose your sound bite, your company name is in there."
The more lively your conversation, the more you will be quoted or remain on the air. But be careful.
When you do talk to a reporter, it's important to strike a balance between working to get your message across and listening to what's being asked.
"There are different ways of being proactive and less reactive," says Mary Kay McDermott, author of The Bridesmaid's Survival Guide (Viking Studio, $15.95) who has had great success getting attention from the press. "Now, I realize that that interviewer usually hasn't read the book. They just don't have time. It's my responsibility to pick up the ball and make the conversation more informative and more entertaining."
But no one likes a business owner who acts like a politician---someone who answers a question about school lunches with a speech about tax cuts.
Tips and Tricks for Acing the Big Interview:
o Stay focused and don't go off on a tangent
o Don't get hostile, even if the questions are challenging
o Speak in layman's terms and avoid jargon
o Rehearse with someone else ahead of time
o Listen to the questions carefully
o Answer the questions, while working in your key message points
o Relax and enjoy the conversation. The more lively the conversation, the better your chances for being quoted.
o Review your performance to make improvements for the next interview.
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