Public Relations Primer Part III: 10 Donts

There are all kinds of smart moves professionals can make to raise their media visibility. Here are ten things not to do if you're aiming to heighten your public profile.

1. Don't make the story about you. The media care about, and want to use, your knowledge and expertise. Build your media pieces around the topics that the public, and the media, want to learn more about ? not around announcements about the latest award you've won.

2. Don't misunderstand the process. The media will quote and feature you if you can deliver information their audiences need. They have no obligation to use you because you took out an ad, or because you play golf with the publisher.

3. Don't bite off too much at once. Keep it simple, and focused. Every media piece you send out should be about just one topic. Don't try to impress them with everything you know, or every possible angle. They can only do one story at a time, and they are deadline-pressured. Subtlety and complexity are usually your enemies.

4. Don't wander, or help reporters wander. In every interview, walk in knowing by heart your main point or message, and two or three key facts that support it. Make sure you say them, repeat them, and be sure the reporter gets them. Don't drift all over the topic's landscape.

5. Don't hold back. Don't withhold your "best stuff" for another day, or for paying clients. This is your spotlight, your moment ? use it! Share the best of your knowledge with the media ? they'll value you more.

6. Don't be leisurely. If a reporter calls, return the call promptly ? within an hour or two, at most. They'll find someone else to use if you don't.

7. Don't overreach your knowledge. Talk to the media only about what you know best. If it's outside your core expertise, give it a pass ? better yet, steer the reporter to a more appropriate resource. You'll score big points. Who wants to come across sounding ill-informed?

8. Don't send the reporter down an unproductive trail. Sure, you want to help a reporter do his or her job better. But that doesn't mean you have to coax them to interview a direct competitor, or someone else in the field who is likely to oppose or contradict you in print.

9. Don't try to fool a reporter or hide key facts. They usually find out anyway.

10. Finally, don't forget who gave you good coverage. Remember and reward reporters who feature you ? not with gifts or anything inappropriate, but with kind thank-yous, and frequent suggestions and information for future stories, even if they may not involve you directly. Reporters value information and ease of access to it ? deliver that, and you'll be a media favorite.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.

---

Managers: A Key to Your Survival

Most business, non-profit and association managers live to tell about... Read More

Does Your Small Business Have a Grooming Policy?

They say that image is everything and some of us... Read More

Media Releases - Helping Grow Your Business

Business people often spend time and money trying to find... Read More

Custom Reasons for Custom Publishing

Once considered the stepchild of the publishing industry, custom publishing... Read More

Effective Media Relations ? You Won?t be Talking to the Media Without It!

The media's role is to package and spread news, current... Read More

Talk Back Radio - Tips To Be A Star On-Air!

Talkback radio offers a fantastic opportunity to access thousands of... Read More

Writing a Press Release: How to Write Quotes

Ideally, you will have two types of quotes in your... Read More

Building The Best Network

If you want to succeed, build a great team. A... Read More

Media Relations - Ten Essential Tips to Use The Media to Market Your Business

In the 'Age of Scepticism' gaining media coverage is one... Read More

Cross Cultural Communication & PR

The Public Relations (PR) industry is responsible for creating and... Read More

The Non-business Business

Think for a moment! If you were to do a... Read More

Generating Publicity For Your Business: Knowing Your Media Market Is Critical

When starting a successful business venture or launching a new... Read More

What Is Best Practice Public Relations?

Why, public relations that stays true to its fundamental premise,... Read More

How to Write a Media Release That Wins You Coverage & Exposure

The Today show? The New York Times? Vanity Fair? What's... Read More

How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now

Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More

Write Press Releases That Dazzle

When a reporter is wowed, intrigued, surprised or captivated by... Read More

Publicrelationistas?

Is that what we are? Fanatic, over-the-top disciples of some... Read More

Financial Planners, Follow These Guidelines to Get Free Publicity

Be a ResourceThe media people that are likely to want... Read More

I Cant Afford A PR/Publicity Campaign -- Can I?

It's a phrase I hear over and over again from... Read More

The Right Hook

Have you fantasized about spreading word of your business on... Read More

Publicity Performance Not Enough?

Even after a nice piece in a national publication, or... Read More

How About MANAGING Your Own PR?

It's one thing for a senior manager to approve story... Read More

Publicity: Nailing a Media Interview, Part III (Staying on Topic)

In a media interview, always stick to your main points... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

How Video Production can be used in PR

At the core of any successful public relations campaign is... Read More

Two Donts for Financial Planners Seeking Free Publicity

Many of my clients have had the misguided perception that... Read More

GETTING YOUR MESSAGE ACROSS

You have a story to tell. Your company has developed... Read More

PR Works! 15 Ways To Make Your Press Release Stand Out From the Crowd

Do editors of newspapers, magazines and online news sites really... Read More

Dont Use PR

?lose the confidence of your key target audiences? discourage them... Read More

Some Cool P.R. Tips for These Dog Days of Summer

Yup -- it's hot and sticky and you don't feel... Read More

Can Your PR Do This?

Can your PR do something positive about the behaviors of... Read More

Company Dress Codes for Small Business; Shorts and Pants

Most small businesses have logo'ed shirts, usually polo shirts with... Read More

How to Take Advantage of Public Relations

Decide once and for all to do something about those... Read More