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Garber on Business How to get the media exposure you think you deserve

Written by: Anne Garber

Article Overview: The two questions I have been asked most often over my years as a member of the working media are: (1) "How does a person get into your line of work?" (translation: "How can I get a cushy, do-nothing, get-paid-tubs-of-money job like yours?") and (2) "How can you get a columnist to give you an ad?" (translation: "I don't know the difference between an ad and a write-up, but even though I'm completely ignorant about what your job as a writer entails, I still want you to spend the time to write all about my business, and promote it for me, for free.").

Garber on Business How to get the media exposure you think you deserve

by Anne Garber

The two (non-personal) questions I have been asked most often over my years as a member of the working media are: (1) "How does a person get into your line of work?" (translation: "How can I get a cushy, do-nothing, get-paid-tubs-of-money job like yours?") and (2) "How can you get a columnist to give you an ad?" (translation: "I don't know the difference between an ad and a write-up, but even though I'm completely ignorant about what your job as a writer entails, I still want you to spend the time to write all about my business, and promote it for me, for free.").

Over the past third-of-a-century, I've worked everywhere from the PR Department of the Toronto Stock Exchange ("Bomb threat? You want public relations, second floor.") to a paint company, specializing in urethane ("Environmental Impact Committee? You want Product Development, down the hall.") And I've held positions like Senior Account Executive in a large advertising agency, personal assistant to the Mayor of Vancouver, consumer reporter for a TV network, columnist for a large, daily newspaper, and web-portal manager (my current occupation), so those questions are still posed to me regularly.

The answers are simple, really. In a nutshell, I work harder at my job than it may appear, and I receive much less money than you imagine for my toil. Just like everything else, the grass is always greener...and how a would-be account exec or television stand-up or newspaper hack gets a job in the first place is a combination of work and determination.

One of the best ploys for getting a chance at that job, I submit, is showing up at your prospective employer's office and volunteering to work for a limited period of time -- say for three weeks in the summer -- for free. If you time it right, your offer will coincide with someone's holiday, and if you turn out to be skilled enough, or quick on the uptake, you'll be the first one hired when they look for new workers.

The second item is a little tougher. Nothing annoys a member of the media -- whether they're in print or electronic media -- more than hearing the word "ad." Few of us ever write anything even mildly approaching "advertorial," and we resent the suggestion that our precious words could possibly be up for sale. Many people in the working world use the term "ad" as perfectly interchangeable with the words "feature" or "item" or "story," but believe me when I tell you that using this word in any context except that of a space (or time slot) purchased for the purpose of promoting a place or service, is a sure way to get the cold shoulder from a reporter. Those of us who write editorial material (even those of us who once wrote advertising copy) make a very clear distinction between "ad" and "free ink."

Now that we've cleared that up, you still want to know how to get that coverage, don't you?

Most people in business, and most people of all kinds, rarely see themselves in the context of a story. But what every writer knows about you, that you may not know about yourself, is that virtually everyone and everything on the planet has at least one interesting angle, a tale to tell, or a "hook." A hook is why anyone else on the planet would give a hoot about you, who you are, or what you do for a living.

Say you manufacture a line of building products. That's pretty standard, boring fare, until you point out that your products are made entirely from recycled plastic, that your wood substitute does not rot or decompose, and yet it still acts like wood: It takes a nail or screw, you can saw it, and it outperforms wood. It's even aesthetically pleasing. That's how Eco Superwood of Delta got a write-up. A decent hook, and timely, too, because the news filtered out just before Earth Day one April.

Another thing you can do to make your own news is to figure out how the reporters do their jobs, and then meet them half-way; sort of help them get their work done. You can do that -- without fear of being pushy -- by sending a clear (and concise -- one page is plenty) press release when you have anything worth boasting about, and including a five by seven or eight by 10 black and white glossy photo whenever possible. You can send colour, too, but keep in mind that it's rarely used. And try not to send a lineup-style shot of 10 execs all grinning into the camera. Only the worst sycophant would use such a shot, which is best saved instead for the company newsletter.

For internet coverage, never, and I repeat never send an unsolicited attachment. Send your press release as text, and offer a jpeg, or a place on the internet where the media can cut-and-paste a nice high-rez shot, if that's what they need. And be careful how you word the subject line of your message; I recently deleted a message from the bank that holds my mortgage, because they called it "Best rate on your mortgage renewal." I had to patiently explain to the banker that I get about 15 such messages every week, so hers just got deleted in my daily purge.

Try for action shots, with interesting people (with whom your target audience might conceivably identify) looking like they're having fun. No product shots. Most publications prefer pictures with people in them. If you're selling chairs that make it easier for disabled seniors to get to their feet, be sure your human models are believable folks who actually look as though their joints get creaky now and then.

Probably the very best ploy to get media attention is to co-opt some media "friends." Corporations do this all the time, when they invite prominent media personalities to sit on their boards or as members of an "advisory committee." Keep in mind that like attracts like (or was that "misery enjoys company?") because your media prospects will each want to know "who else" has been asked to join, and will gauge their own participation by determining if the others are peers. Try to find out who's at war with whom, who lunches with whom, and whose daughter was recently dumped by the other's son. You can often examine the roster of other boards to figure out who matches. Tricky, but worth the pre-planning to assure your success.

The other stratagem for bringing individuals from the media on-side is to simply call one up and ask for advice. If callers are friendly (without crowding me), I'll always take the time to hear them out. And if they ask for advice -- and mean it -- I usually find I've been quite candid and helped them as much as I could. And after I've helped them, I feel a sense of investment in their project, as if I share a little piece of their success.

A perfect case in point was a business student named Andrew Moffat, who persistently (but politely) pursued me by telephone through two holiday periods and a book launch, until I found the time to chat with him. He was starting up a retail ice cream business, and by the time it was in full swing, I was already rooting for him -- and I found several good hooks in his story.

If all else fails, hire a public relations consultant, but call a few people in the media to find out -- off the record -- who's good and who stinks. Yes, there are a few P.R. hacks out there who haven't a clue. They'll call shamelessly and ask "When's the story on my client gonna run?" To which I wish I could answer: "How about 'NEVER,' since you're so pushy?" I often wonder if those poor clients have any idea that they are being tarred with the same brush as the persona-non-grata publicist. Here's a hint: When a company uses the term "media management," AVOID! If they are thinking in terms of "managing" the media, they have already revealed themselves as heavy-handed amateurs!

Other bad moves someone seeking media exposure can make: Telling lies; not following-up; not returning phone calls; calling a press conference on flimsy news; being late (especially for live broadcasts); giving someone else the story and then telling your other media dupes they have "an exclusive;" refusing to answer straightforward questions; and insisting that your whole family be in the photo for your widget company. Believe me, the list goes on.

In short, to receive the media attention you think you deserve?

Why, like respect, you have to earn it!

Some great news-making and PR links: Dick Larkin's best press release headlines ever, plus other features, and Kemble & Rude's free PR Checklist (go to this page and you'll need to send an e-mail request).

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Article Tags: account exec, account executive, advertising agency, anne garber, bomb threat, consumer reporter, cushy, environmental impact, mayor of vancouver, nutshell, paint company, personal assistant, personal questions, pr department, prospective employer, quick on the uptake, toil, toronto stock exchange, tv network, urethane



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