Public Relations: How to Overcome Myths and Tell Your Story the Right Way

How do successful business people manage to get national media cover their story? Answer is rather simple: they have put years into growing a successful business. You have to build a solid foundation before you draw attention of major media. Important folks won’t call you until you build a good reputation in your field. Some guys become stars overnight, but mostly it takes a couple of decades to build a professional presence that would attract the interest of big media guys.

Anyway, you don’t have to wait that long to find your story printed in a newspaper. In fact, you have to start right now by talking to local and regional media. The best part is, it won’t cost you a dime. Unlike advertising and marketing your business, this kind of publicity comes free, but requires much more effort and involves higher risks than paid advertising. When you pay for your ad to be published, the media will run it exactly the way you want and just as you designed it. Public relations is different. You can talk to the media, but there are no guarantees that your story will be published or that the story will be told in the way you want. Basically, you have no control, because they may interview somebody else or adapt your story. You cannot expect to see or approve the story before it goes out. On the other hand, when the media runs a really nice story about your business, pay-offs are really big. You get far more credibility form a news coverage. A positive article or broadcast news item is perceived as a public endorsement of your business. This kind of coverage brings you great benefits even if it’s not completely the way you’d like it to be.

Three Public Relations Myths

Ready to put some effort into public relations? If you want to create a really effective campaign, here are the myths about media relations you should be aware of.

• First myth: “The media will find me.” Wrong! You have to help the media. You must give them relevant, valuable and interesting information that will draw attention. Lots of stories published or broadcast come directly from the companies. Story ideas and suggestions are appreciated by the media. Don’t expect the media to come up with an idea about your business, so just give it to them.

• Second myth: “The media wouldn’t be interested.” Untrue! Even the small business can grab attention from the media. You have to shape your story to speak directly to the media audience. Ask yourself this questions: What is helpful to that audience? What is interesting? What unique experience can I provide them with? How can my story inspire and educate them?

• Third myth: “I can’t talk to the media in a convincing way.” You can! Talking to the media is much like talking to any of your clients or new prospects. You have to get ready in the first place. Make notes, craft your story, think about what you want to say. You have to be ready and get to the point to catch interest from the start. Doing like that, you will overcome fears and challenges easily and become successful in public relations.