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.

---

How to Write Press Releases That Work And Get Free Publicity

One study found that as many as 90% of the... Read More

Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it... Read More

10 Ways to Get the Media to Love You

So you've put yourself "out there" with a public relations... Read More

Your Online Newsroom: How to Give Reporters a Tip

It's hard to imagine a reporter working today who doesn't... Read More

What? You Havent Got a Capability Statement?

What's a Capability Statement?As the name suggests, it tells potential... Read More

PR: Focus on What Matters!

Sure, as a manager, you have a talented member of... Read More

Media Relations: Should You Pay For News Coverage?

Dear New York Times:I'd like to be quoted in one... Read More

Can Your PR Game Plan be Salvaged?

If, as is often the case, you are preoccupied with... Read More

How to Tie-In With News Events to Score Publicity

It's safe to say that we live in interesting times.... Read More

The Medias Muscle: Make it Work for You

The least expensive, most effective way for you to promote... Read More

How to Form a Relationship with a Newspaper

How do you make a good relationship with a newspaper... Read More

Making Press Releases Work - Creating News Where None Existed

Aren't you tired of hearing how extremely easy it is... Read More

Driving Near School Buses in Company Vehicles

School BusesWhen approaching a school bus: Slow down; If the... Read More

Media Relations: What To Do When Youre Misquoted

When ABC News anchor Peter Jennings announced he had lung... Read More

Editorial Calendars: A Key to Publicizing Your Business

What is the one thing that all of the best... Read More

Free Radio Publicity for Marketing-Minded Financial Planners

Radio is a powerful publicity tool. Most stations offer news... Read More

Perception Persuasion Behavior: PR at Work

Managers ? the business, non-profit and association sort ? really... Read More

PR Planning: Mapping Out Your Strategies, Tactics

With all due respect to all those stereotypical males out... 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

Asian Media Relations: Increase Your Profile and Image in China

China's media is booming creating opportunities for marketing-savvy businesses. But... Read More

Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity

In this great country of ours, there are basically three... Read More

Top 10 Tips for Successful TV Interviews

1. Appearing in other types of media is the best... Read More

Transparency in Online Transactions

In these days of every increasing demand and competition, there... Read More

Public Relations Going O.K?

Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More

The Increasing Power Of Publicity - And How It Can Benefit Your Business

The call came into my office and the voice on... Read More

The Power of Radio - Tips for Great Radio Interviews

Many people are intimidated by radio interviews, whether live or... Read More

How to Write News Releases that Get Noticed

What do you do with junk mail? Are you like... Read More

Marketing-Minded Financial Planners, Focus on Main Points During an Interview

You never want to inundate a reporter with information, but... Read More

How To Share Your Success Story Without Sounding Like You Are Bragging

A great way to celebrate your achievements and capitalize on... Read More

Best Approach For Free Advertisement

Product/service publicity is the superhighway to business success everyone dreams.... Read More

PR: Whats the Point?

Here's the point: people act on their own perception of... Read More

Is PR Right for You? 6 Questions to Ask

When most people think about marketing, they think advertising. While... Read More

Can Media Coverage Build An Online Business? You Bet It Can!

As someone with expertise in media relations, I've been asked... Read More