Kansas City Small Business Monthly (March 2007)
Why Aren't the Media Calling Me?
By John Landsberg
"The media hates small businesses. They never contact me. They write about my big competitors, but ignore me."
I hear that a lot from small business owners throughout the Kansas City area. I gently have to explain to them that for the most part they are wrong.
In my estimation, most businesses get exactly the media coverage they deserve. Some expect a reporter to contact them and write a puff piece about how great their business is, how great an owner they are, and, of course, put it on the cover of the publication.
Reality Check
Reporters receive several hundred e-mails, letters, phone calls, news releases, etc. each week asking for editorial coverage. Most of these solicitations are treated like junk mail and tossed into the circular file-never to be seen again.
Publicity doesn't just happen. It takes work and effort. You have to know what is "news," and then you have to get reporters interested in it. And no one can guarantee 100 percent positive results.
The reality is that small businesses generally can't afford to have a public relations staff. They have to either hire a media professional to help them get coverage, or try and do it themselves. While some business folks are very successful generating their own publicity, most fail miserably.
Integrated Approach
When I talk about media coverage, I am speaking about generating non-paid editorial coverage of a business. If you want your brand to be in the minds of consumers, you need to have an integrated marketing approach that involves an advertising program combined with media relations efforts.
Advertising can be very effective. However, studies have shown editorial coverage to be considerably more valuable than advertising. Editorial coverage is a third-person endorsement that gives a business much more credibility than can frequently be achieved via advertising alone.
If you want coverage, you have to know the media outlets that might be interested in your product or service and the editors and reporters at those outlets. You need to be able to get your message to them and get them interested in your company.
Sales Job
Getting editorial coverage is similar to sales. Your goal is to "sell" the story of your business to a reporter in the hope of generating publicity. There are several similarities:
1. When you sell a product you target a potential buyer. The same is true with publicity. You focus on those reporters/publications that are aimed at your target audience.
2. Selling involves discussing features and benefits. If you want a reporter to write about your business, you need to highlight your company's unique features and benefits.
3. Buyers often raise objections during the sales process. Reporters might also ask tough questions. You handle them like you would a sales objection.
4. Being honest with customers is the best policy. The same is true with reporters.
Once you make connections with editors and reporters at the various news outlets, you will soon realize the news media never hated your business. Chances are they were simply not aware of it.
John Landsberg operates Bottom Line Communications, a Leawood-based marketing communications firm. He is also an adjunct professor of marketing and consumer behavior at Baker University. He can be reached at jlandsberg@bottomlinecom.com or (913) 338-5760.
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