Alf's Articles

Schmoozing Media Is An Acquired Skill

by Alf Nucifora

Most small businesses are obsessed with increasing sales and getting their company and/or product known in the marketplace. Acquiring sales expertise is, by and large, a straightforward affair. Hire a strong sales manager, attend a sales training seminar, or hit the phones and the streets making sales calls until exhaustion sets in. It's the "promoting" thing that gets everyone in a lather. Most small businesses have an innate sense of modesty and fear when it comes to promoting themselves. They have failed to heed the notion that "It's not just how good you are, it's how good you say you are." The shores are littered with the carcasses and hulks of potentially successful businesses that had a great product or service to sell, but failed to get the message out in time. Ironically, the media and the press want to know what is happening in the marketplace…which companies are doing well, who's creating news, etc. You can secure promotional media coverage, but you have to follow the rules.

Appreciating The Mindset Of The Media

For some unknown reason, most company managers and principals (including Fortune 500 companies, small businesses, and entrepreneurs) are irrationally fearful of the media. They quake when the media call, volunteer limited information, often respond with a "no comment" and all too often engage in a combination of deceit, hyperbole and downright lies.

To successfully co-exist with and relate to the media and the press requires an understanding of who they are and how they think. Misinformed perceptions aside, media representatives represent society at large. Most business practitioners see them as Watergate progeny…hard-nosed, sharp-fanged, instinctively aggressive news sharks out to score a point at the company's expense and always ready, willing and able to communicate bad news and the negative viewpoint. While this describes some of the profession, it doesn't represent the whole. Most press and media practitioners I have encountered are honest, hardworking professionals who share the same needs, wants, desires, aspirations, motivations and frustrations that you and I encounter in our day-to-day lives. They're regular human beings who should be neither feared nor placed on a pedestal.

How To Cultivate Effective Media Relations

Said another way, what's the best way to pitch the press? For the most part, it's a gradual process of building relationships and establishing trust. It takes time and it requires following a formula. Here's how:

The Ubiquitous Press Release - You must submit press releases incessantly. Only some will be read or even noted, but it's the repetition that counts. It will establish awareness of your company or product in the mind of the reader. Set up a database of media representatives who will comprise your mailing list and make sure that they receive releases on a constant basis, at least monthly. Include relevant and newsworthy company information, e.g, new products, significant sales, major new clients, key appointments. Keep the release pithy and to the point…the who, what, when and why...and always date the release and provide a contact name, including phone, fax, e-mail and web information.

Let's Do Lunch - The press will join you for lunch, breakfast or a simple meeting at their office or yours, if invited. It may take time to get on their calendar but ultimately, they will meet with you because it's in their best interest to get to know the players in town and what they're up to. After all, you could be the next Bill Gates and they can't afford not to check you out. But you have to maintain the pressure. Continue to call (politely) until you get a time and a date to meet. And do it annually. Incidentally, a dining occasion doesn't have to be held at a swanky, four-star restaurant. While most of the media appreciate a fine meal, they fear the appearance of being "bought." A nice, informal dining location will suffice. But make it better than McDonald's. When you do meet, resist the urge to prattle on about yourself. Discuss industry issues, share gossip, provide story ideas, volunteer opinions about their publication and the quality of their coverage and reporting. Research the publication and the writer prior to the meeting. Shoot for informality and a platform of common interest. After all, the purpose of the meeting is to establish the relationship, not engage in a hard sell.

Availability Makes Sales - Be available when the press calls or return the call as soon as possible (within the hour). Don't let an opportunity for media coverage be lost because the reporter's call was trapped by voicemail and you weren't able to respond until the deadline had passed. Keep in mind that the press, in particular, are always on short deadline and when they need that important quote to seal the story, they need it now! When they call, ask about the point of view of the article or story and be willing to provide a compelling opinion that will add substance. Remember, most reporters, print as well as broadcast, are looking for a concise sound bite that provides sizzle to the story's steak.

Keep In Contact - Call your media contacts on a regular basis with genuine industry news. Drop them a note from time to time complementing or critiquing stories/articles/features that they've written or produced. Don't hesitate to send background materials or other pertinent information that might be of value for future stories.

Press are people, too. Accord them truth, courtesy and respect. Maintain the pressure. They'll try to escape you initially, but ultimately they'll make the time to find out who you are and what you do. Resist the urge to exaggerate, or worse still, lie. And don't get offended or become irate if they get the story wrong or don't tell it your way. Be cool and be prepared to go back for another round. Cultivating the media is never a game for the thin-skinned or faint of heart.