K
kerry savage
- Original Poster
- #1
If you hate the thought of picking up the phone and talking to a journalist about your business, it might be reassuring to know that you're not alone. Recent research, conducted amongst small businesses, showed overwhelmingly that their biggest PR concern was speaking to the press.
So to help boost your confidence, I've put together some thoughts on how to overcome the fear factor:
When you're talking to a journalist about something that's very personal to you - in this case your business - it's not unusual to feel as though you're boasting or over-playing its qualities. But you clearly believe in what you do or you wouldn't be investing so much energy in it, so really go for it, be proud and it will come across in a very positive, inspiring way. If it helps, imagine that you're talking about someone else's product or service.
Sometimes pressure is caused by the idea that you're only going to get one bite at the cherry, but there are always opportunities to come back and try again. If it's a 'thanks, but no thanks', don't despair. The timing may not have been right for the journalist on this occasion, but at least they're more likely to remember you when they are writing a relevant story. PR is about building up long term relationships, rather than quick hits.
If nerves get the better of you, a good tip is to practice with the least important publications first. It will seem less like a matter of life or death, and chances are you'll be warmly received. As your confidence grows, you can work your way up the list to your priority media.
Make notes. Even now I do this. It's very useful to have a few bullet points of the key messages that you want to get across. It's a good tool to make you plan your pitch and it helps you to be concise. Be careful not to write a full script though, as this sounds artificial and you'll end up in trouble if the conversation takes a turn in another direction!
Often the fear is of the journalists themselves. Ignore the out-of-date caricature images that are often portrayed: the cynical hack, desperate to catch you out in the name of a good story; or a superior being, far too busy and important to talk to little old you. Remember, journalists need us as much as we need them. With the growth of the Internet, Cable & Satellite channels and new magazines popping up almost weekly, there's plenty of space to fill.
It may sometimes seem daunting to make that initial call, but once you get into your stride, you'll find it incredibly rewarding. Promise! And remember the saying, 'Nothing ventured nothing gained'. One sure fire way not to get any press coverage is not to try at all.
I hope this has helped. If you'd like more advice about how to use the media to raise the profile of your business, then drop me a line at [email protected] and I'll add you to my monthly newsletter list.
Have a good weekend!
Kerry
Savage Publicity
PR training for small businesses
So to help boost your confidence, I've put together some thoughts on how to overcome the fear factor:
When you're talking to a journalist about something that's very personal to you - in this case your business - it's not unusual to feel as though you're boasting or over-playing its qualities. But you clearly believe in what you do or you wouldn't be investing so much energy in it, so really go for it, be proud and it will come across in a very positive, inspiring way. If it helps, imagine that you're talking about someone else's product or service.
Sometimes pressure is caused by the idea that you're only going to get one bite at the cherry, but there are always opportunities to come back and try again. If it's a 'thanks, but no thanks', don't despair. The timing may not have been right for the journalist on this occasion, but at least they're more likely to remember you when they are writing a relevant story. PR is about building up long term relationships, rather than quick hits.
If nerves get the better of you, a good tip is to practice with the least important publications first. It will seem less like a matter of life or death, and chances are you'll be warmly received. As your confidence grows, you can work your way up the list to your priority media.
Make notes. Even now I do this. It's very useful to have a few bullet points of the key messages that you want to get across. It's a good tool to make you plan your pitch and it helps you to be concise. Be careful not to write a full script though, as this sounds artificial and you'll end up in trouble if the conversation takes a turn in another direction!
Often the fear is of the journalists themselves. Ignore the out-of-date caricature images that are often portrayed: the cynical hack, desperate to catch you out in the name of a good story; or a superior being, far too busy and important to talk to little old you. Remember, journalists need us as much as we need them. With the growth of the Internet, Cable & Satellite channels and new magazines popping up almost weekly, there's plenty of space to fill.
It may sometimes seem daunting to make that initial call, but once you get into your stride, you'll find it incredibly rewarding. Promise! And remember the saying, 'Nothing ventured nothing gained'. One sure fire way not to get any press coverage is not to try at all.
I hope this has helped. If you'd like more advice about how to use the media to raise the profile of your business, then drop me a line at [email protected] and I'll add you to my monthly newsletter list.
Have a good weekend!
Kerry
Savage Publicity
PR training for small businesses
