Public Relations
There has been much written in the marketing field that public relations is a better communications vehicle than advertising. While we are not entirely convinced, JH Communications has seen first-hand the benefits of PR.
The fact is that people will read news before they read ads. So, if you can manage to have information about your company and employees printed in the paper, the chances are they will be seen over your ad. However, just because you write and distribute a press release does not mean it will be printed. Remember the whole idea of freedom of the press.
That is why it is especially important when communicating with the press to stick to the facts. Do not editorialize. Do not use flowery language. Respect reporters’ deadlines. And try not to fight with the newspaper. Remember they purchase their ink in barrels!
When it comes to communicating with the press, no matter if the news is good or bad, please remember the following:
- Call the reporter back when you’re comfortable, but respect his or her deadline.
- If you do not know the answer, do not embellish. Just tell the reporter you’ll get back to him or her with the info he or she needs.
- Don’t talk too much! This is usually how most people get in trouble. Stick to the facts and stay on the message.
- Map out what you want to say ahead of time and consider possible questions the reporter may ask.
- Do not run from bad press! Remember when you were a kid and how it was better to rip the Band-Aid off a cut quickly? The same is true with handling bad press. Put all the facts out instead of dripping them out. You want to keep the bad press to one day of news instead of a continuous story in the press.
In cases of bad press, it may be important to hire a PR professional who can guide you through the negative experience and help you salvage your image.
photo by goaliej54