Small businesses should buy in to this equation: Media = Opportunity

There probably have been plenty of times when, as a consumer, you have turned turn away a salesman at your door by saying something like, “Look, I really don’t need your combination floor wax/poultry marinade product but thanks for coming by my home at dinner time!”

Well, maybe in that case opportunity was NOT knocking. However, in many cases it can come knocking when it comes to a call out of the blue from a local media outlet. An unexpected call from a reporter is something that your business can use to generate some publicity.

As a reporter I always found that if I needed interviews from business people that it worked best to contact small, locally owned companies. Dealing with big chain company stores was always a hassle because of the layers of bureaucracy I had to go through for permission to get inside a store to take pictures and get interviews. Medium sized to smaller companies always worked best because I could talk to the owner – or someone within earshot of the owner – to get the necessary information and ingredients for a good story.

One thing for you to remember is that in many cases there is a simple equation that comes into play, and that is that your company plus media interviews can equal free positive publicity.

Here is a list of a few things to keep in mind regarding the media:

• Remind yourselves that media coverage can be an opportunity to “sell” your programs and accomplishments.


• Remember; don’t ignore the media because you will miss opportunities to promote your programs, your people and your achievements.


• Media educates the public and influences public opinion. In doing your planning, think of how you can use media coverage to your advantage to educate people about your group or organization and how you can help influence public opinion.


• Be proactive in your “media relationships.” Get to know the reporters, editors, staff writers and editorial writers. Make personal connections with the press and cultivate relationships.


• Be a source and a resource. When reporters contact you, you need to be able to provide good quotes as well as solid background information.


• Be willing and able to send reporters to other places and other people where they can get information. Especially the information that you WANT them to get.


• Remember: press coverage and media attention can be just as effective if not more effective as any other type of advertising.

In many cases, a reporter is working on a story that’s negative in nature. You’ll have to figure that out for yourself by asking the reporter some questions before agreeing to an interview. The bottom line is that if you get your name on the local news station then someone will see it and it is possible that event could create business for you.

Anything is possible!