Friday, 3 February 2012

Expert Help for Small Business

There are some things that small businesses need to do... and they do them, and there are some things that small businesses need to do but they don't. Often it's because they fall outside the field of experience, some times it's just the feeling that, well, it's all a bit difficult and scary.

PR is one of these things. There are hundreds of businesses that are watching competitors grow because they have been in the paper, they were on the radio or there was that bit about [insert business your type here] and they interviewed [insert name of your competitor here] on the 6 o'clock news. How did they get there?

There are ways that any business, big or small can get into the conventional media.

1) Know how journalists think.
Journalism is a miss-understood profession. The things that drive journalists are far simpler than the search for exclusives and exposes.

2) Know how Journalists work.
Disappointingly they don't all rush into news rooms with their trilby's on their heads shouting 'Hold the front page'.

3) Know how to take advantage of Journalists.
No, not like that...

4) Know where the sweet spot is.
This is something that I've realised over my 16 years of being in news rooms. There is a sweet spot for journalists and it all revolves around the idea of Effort going into a story, the Quality of the final story and the overall Feedback once that story has been published. Journalists may say that they are in it to tell the truth, but one of thier drivers is the praise that they get... like anyone else really.

So the best story for everyone is the one that takes all their effort becomes a great quality story that gets lots of praise; that is DIFFICULT, so let's put that to one side.

For the Journalist the PERFECT story is one that is great quality that gets praise and awards but takes little or no effort. I've witnessed a few of those in my time and it's brilliant for an organisation to achieve that. It is, however almost impossible to engineer that without the journalist pulling the plug with a sense of 'too good to be true... so it isn't'.

The everyday REALITY of journalistic life is that you really make an effort on a story, that turns out not to be as good as you thought, but you put it out anyway and no one really cares. Most of the TV, Radio, and News Paper content is stuff that was really good in the news meeting and then it became average when it came to publishing/broadcasting.

The sweet spot for most businesses sits at the end of this chart. It's the story that is HOPED FOR. It's the story that takes just enough effort for the journalist to feel happy that they have done a days work, it's good enough to be above average so the effort feels even better and it receives more positive feed back than expected (from audience, management & peers). It's a story that every business, with a little preparation can produce.

5) Get your timing right.
If what you want to say is said when they don't want to listen what's the point?

6) It's the way you tell 'em.
Frank Carson was right...

To help with all of this I'm holding a 3 hour seminar on the 15th of March at The Gloucestershire Enterprise Training Centre in Twigworth. There are a limited number of places available and we'll go through how you get great PR without writing a single press release. To book a place click here and email me, John Rockley. I'll send you more information and a booking form.

Take Advantage Of The Media (or PR without Press Releases for Small Business.)

Thursday 15th of March 2012. 9.30 to 12.30

£55 per person including VAT

Gloucestershire Enterprise Training Centre
Twigworth Court Business Centre,
Tewkesbury Road,
Twigworth,
Gloucestershire.
GL2 9PG

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