RECYCLE YOUR MEDIA COVERAGE TO GET MORE PRESS

It seems like it's a no brainer. You get a big story and you tell the world, right? Amazing, but this kind of opportunity is regularly mishandled.

After all your hard work pays off with big-time coverage, it's no time to sit back and hope the world will notice. With all the news coming at people 24/7, you've got to give your news a little push to maximize its impact.

But, all too often, a company will simply bask in the glow of its excellent coverage. Top management is thrilled that they are profiled in a top magazine and millions will see it. So, they pat themselves on the back and maybe use a line or two from the editorial on their Web site or in their ads.

Good start. But so much more can be done. You can give an article extra legs and keep your name in the news for little or no cost, simply by taking these steps:

Blow your horn by distributing a press release to the local media. You don't get coverage like this every day and when the local media tells the community about your big-time coverage, you get additional exposure, plus increase your credibility.

Post the article and some compelling call-outs prominently on your Web site. Don't just bury your press release back in your Web site's press room. This is your time to shine!

Use an excerpt as a third party endorsement in your ads or on billboards. It makes your ad more credible to have someone else saying your product is great — especially if it's a well-known media outlet. But here's a word of caution: Be sensible about how long you use the praise you've received. After a year or less, move it off its prominent spot and stop using that same tired quote. People know when they see the same quote for twenty years running, that it's just recycled old news and not new accolades. So, don't hold yourself up to ridicule. Instead, press your PR folks to get more and better coverage each year and use the fresh stuff.

Send out an email alert (with the coverage attached) to your list of loyal customers, friends and employees. Whatever email lists you have. Ask them to send it out to their friends.

Tweet about it on Twitter and lead people back to your Web site to read it. Ask your friends and employees to re-tweet (RT) it to give it more traction.

Put it on your Facebook page and tell your friends how proud you are. Ask them to pass the word.

Create an “In The News” sheet for your press kit and keep it updated with the latest and greatest excerpts from articles written about your company. That way, each time you give a kit to a media person, that writer will know that other prominent journalists say you're great.

If the media outlet is big enough and the praise is strong enough, you may even want to create a “thank you” ad to let more people know that you're proud to be recognized in such prestigious media.

WERE YOU MISQUOTED OR DID YOU MISSPEAK?

Over the years, we've heard many people complain that they've been treated unfairly in the media. Newspapers, in particular, are favorite targets for complaints.

Have you ever said, “I can't believe he wrote that in the article” or “that reporter did a horrible hatchet job on me”?

If so, ask yourself: did the reporter really misquote you? Or did you provide the ammunition for that big old shot in the foot?

Ideally, clients set aside time to get a little media training before going into an interview. But, all too often, some feel they can handle interviews without any advice.

Those who get media training from us will hear the most valuable ten words for anyone suiting up to meet the print press: “don't say anything you don't want to see in print.” There are even different versions of this, depending on the media. Substitute “on TV,” online, or “on the radio” and you get the idea.

We've had clients express amazement when a reporter takes something the client says and actually reports it. At times like those, we always ask the client “did you say it?” It's amazing how frequently we hear, “yes, but I didn't think it would show up in the story.” In that case, we advise the client to direct his outrage inward — and not at the reporter. The reporter is just doing his job.

Let me say it again: in any interaction with the media, don't say anything you don't want to see in print. Think before you speak. Be prepared. Because if you blurt out something you should not have said, don't be surprised if you read it in the paper the next morning.

Mothers love to say, “put your brain in gear before opening your mouth.” Well, that's especially important when dealing with media. Reporters are trained to listen — and they listen keenly for quotes to spice up their reports.

So what do you do if a reporter asks a question that you really don't want to answer? Pause. Take a breath. Put your brain in gear.

As a society, we're conditioned to be polite and to answer questions directed to us. But, remember, you don't have to answer a question directly. You're in control of the words you speak. In an interview situation, you can construct and provide an answer tailored to communicate the message you want to get across.

If you have a position that will require you to meet the press from time to time, get some serious media training. A skilled media trainer can help you to learn techniques for interacting with the media, as well as how to organize and communicate your message in a clear, concise fashion.

Don't be disappointed with the article that follows your next press interview. Get prepared and “don't say anything you don't want to see in print!.”

“IF YOU BUILD IT, THEY WILL COME”..... NOT WITHOUT PROACTIVE PR

We've all seen the movie Field of Dreams, and heard that unforgettable line, “If you build it they will come.” Well, that's not necessarily true.

If you're looking for good media coverage ‑— and you want to be successful at letting the public know you're worth their time — simply building your business is not enough. Big companies with marquee names have failed over the years, simply because they thought that on name alone they would succeed and be profitable.

Sure, that big name or recognizable brand might get the media's attention when you're shiny and new. But without a multi-tiered, proactive public relations effort in place, that initial buzz will fizzle.

Press releases, follow up, relationships with the media, and the ever-evolving social media platforms provided by public relations can keep the flame of media interest burning. Frequency of coverage keeps your products above the crowded marketplace and will help the public realize that your business is something they should spend their hard-earned money on. The only way to succeed is to stay in touch with reporters and editors and keep your business name at the top of the media's minds.

As you read this you might be saying, “Hey just because we have a big name, doesn't mean we have a big budget. Can we really afford PR?” Good public relations is one of the most cost-effective ways to get your message out to the public. You'll get a big return if it's done right and, unless you have virtually no marketing budget, a PR plan can be designed for you. consider dropping one ad or billboard and underwriting PR. You'll be glad you did.

Remember, if you build it, you need a positive, ongoing PR campaign to let folks know you're there. Then, you can be sure they'll come.

KEEPING YOUR PR COUNSEL IN THE LOOP IS JUST GOOD BUSINESS

Your PR team can only do its best for you if you keep them in the information loop.

Your top PR executive or outside PR counsel should always be part of your key decision-making team. As part of the “in crowd,” PR can provide early insights on how the public or the media might perceive corporate policies or actions that are under consideration. That will save you PR headaches in the long run.

Use your PR team's unique set of skills wisely. Armed with the right info, they can take on any issue and develop a public information action plan that is strategic, proactive and on-point. They can also craft statements that can ensure your message is communicated in just the way you want it to be.

All too often in the corporate world, PR professionals are informed after decisions are made. They're seen as the mere packagers of messages, the writers of news releases. Or, even worse, they're charged with putting the genie back in the bottle when they hear some corporate news from media sources — and need to react. Then, they're left to scramble, shifting into a crisis mode to develop a credible, defensible position for the company. That's a waste of time and money.

If you want to maintain a good image, keep your PR team close to your decision-making process. They should be your strategic partners.

In the long run, that will make you a stronger, more credible company that's ready to handle any media salvo that may come your way.

FACEBOOK: GENERATING CONVERSATIONS THAT CAN HELP YOU GROW YOUR BUSINESS

A Facebook page is a great way to reach out and grow your customer base. Launch a Facebook page and you'll probably discover that your product or service has fans you never knew you had.

Here's an example: we launched a Facebook page for a small beach resort on April 20, 2009. As of May 13, 2009, 1,000 people had signed up to be friends of that resort. It was exciting to see people chatting online about how much they loved the resort and posting their plans to return there soon.

With a Facebook page, your happy customers will sell your product for you. It gives them a forum to express their thoughts about your product. And, in the event that they are unhappy with you, it gives you a public forum to respond and show what great customer service you provide.

Facebook is also a great way to alert folks to sales, events and other news. You can even make your Facebook friends feel like insiders by giving them such information first.

So get on board the social networking bandwagon and create your own forum for interacting with customers through a Facebook page. The conversation about you and your product is going on out there whether you know it or not. With a Facebook page, you'll soon learn how people view you and, armed with that knowledge, you can make product and service improvements that can generate even more enthusiasm for what you have to offer.

However, before you jump into the world of Facebook, be aware that a Facebook page is a different animal than your Web site. Unlike a Web site — which doesn't necessarily require daily care — your Facebook page will require daily monitoring and participation on your part. Facebook is only an effective business tool if you interact with your Facebook friends on a regular basis.

You must stay on top of your Facebook conversations. If you don't have the time, hire a professional to manage your page and act as the voice of your company.

WHAT? ME BLOG?

Have you ever considered a blog for your business? It's another way to communicate and interact with customers and potential customers. Think of it as another tool in your public relations toolbox.

What can a blog do for you? The freedom to immediately publish and communicate your messages. No waiting for the presses to churn out your news. No filters on the messages you want to convey.

A blog is a way for you to communicate directly with consumers. A way to jump start a conversation and put real meaning into the word "interactive." A way to help you learn more of what consumers are looking for in products like yours.

But to be successful, a blog must be well-focused, well-written and well-managed. You've got to feed it with regular, fresh content. Optimize it so it attracts automatic search engine indexers (Web crawlers).

Try blogging for your business and get the conversation going!

SOCIAL NETWORKING: WHY YOU NEED IT — EVEN IF YOU THINK YOU DON'T

Lately there's been a lot in the news about tweeting. No, the media isn't excited because spring is right around the corner and the robins are on the way. They're talking about Twitter, the latest social networking platform that's fast becoming all the rage.

If Twitter isn't already one of the tools in your public relations toolbox, then you need to come up to speed fast. In fact, Twitter co-founder Biz Stone said that “Twitter is the messaging service we didn't know we needed until we had it.”

Deep, huh? Well, like a lot of quips, it speaks volumes.

Shaquille O'Neal tweets about being at the mall – just like a regular guy. And he's using this simple tool to build his fan base.

Ashton and Demi go directly to fans with their news, short-circuiting tabloid reports.

Perez Hilton tweets observations about the Hollywood glitterati. Grows his number of blog followers.

Interesting, but not serious enough for you?

Dell can trace the sale of over $1 million in its electronics to its 2008 Twitter program.

One of the world's only profit-making airlines, Jet Blue, uses Twitter to inform and communicate with its customers.

Overstock.com is building its legion of bargain-hunting buyers with little tweets about its latest deals.

Lots of smart businesses are using Twitter to driver traffic to their Web sites.

Got your attention now?

Twitter is the newest part of a social networking landscape that includes blogs, Facebook, LinkedIn, My Space, etc. It's a micro-blog. Just 140 little characters that can pack a wallop. Think about how candidate Obama and his election team used Twitter to reach out to tens of thousands of people and build his base. That effort cost way less than expensive campaign commercials on TV. And it got results.

More and more, blogging and micro-blogging isn't just for kids or bored people obsessed with telling the world about their lives. It's a brave new world of “social media” that can be a useful business tool. You should embrace that world and make it part of your PR efforts.

Okay, you don't buy into the hype that social media is the end all and be all. I'm with you there. Like anything else, the early adopters are frenzied with enthusiasm. There are social media “gurus” so enveloped in the online world that they'd have you believe that people won't be getting their news any other way in the very near future. You can spend thousands going to seminars to hear social media evangelists – and they hope you do. After all, they're running a business too.

But if you're in the trenches of business every day, you know that we're in a transitional time for marketing. Publicists who only use the old tools of PR are heading the way of the dinosaurs. Ok, social media platforms aren't going to replace PR staples like press releases and good-old fashioned relationship-building with the main-stream media right now. But tools like blogs and Twitter are growing in importance as legitimate business communications channels.

Sure, it's troubling that news channeled through social media is often reported by folks who aren't trained like journalists. They have no boundaries, no ethical parameters, and no fact-checking rules. Their world is kind of like the wild, wild west. But, you can't deny that social media deserve a place in the PR toolbox. It's all about impact and influence.

So, put aside your prejudices and embrace social media as another communications channel. Only this channel talks back. And you have to listen. That provides a golden opportunity to interact directly with your current and future customers. It can also connect you to important media who are online and increasingly using social media to pick up tips and story ideas.

Social media fosters emotional connection – and that's the essence of relationships. It's people to people. One on one. Community. And, in the end, no matter what PR techniques or channels you use, your ability to educate and influence is directly connected to relationships and building a community of interest in your business and products.

If you haven't figured out how to network effectively online, then you need to do it soon. If you don't have the time or skill to do it yourself, then hire a PR firm that has the smarts and experience to help you. Build a following on Twitter, get a Facebook page, become LinkedIn, launch a blog, connect with bloggers interested in what you’re selling.

Oh, please. Stop thinking you already have a great online marketing program because you've got a Web site.

It’s not just about a Web site any more.