Engaging Piece: Mastering Public Relations with Journalists

Mastering Public Relations with Journalists

Introduction

Opinions expressed by Entrepreneur contributors are their own.

The Importance of Storytelling in Public Relations

As entrepreneurs, we are always eager to sell our products or services. However, when it comes to dealing with journalists, it is essential to hit the brakes on the sales pitch. Journalists are storytellers who aim to provide valuable and objective information to their audience. They are not interested in hearing subjective claims about why your product or service is superior to others. Instead, they want to hear a compelling story.

Avoid Delving into Technical Details

One common mistake made by even the most knowledgeable businessmen is their inclination to delve into technical details that may be irrelevant to the story. Unless you are speaking with a trade reporter who writes for a specific industry audience, it is best to steer clear of the back story and focus on the bottom line. Journalists have limited space or time to tell a full story, so it is crucial to make the most of that time by highlighting the advanced or unique aspects of your product or service and emphasizing its value to the customer.

PR is About Selling the Story, Not the Product

While it may seem counterintuitive, public relations is not about directly asking for a sale. Instead, it is about building credibility and exposure for your product or service. During interviews with reporters, it is important to focus on the who, what, when, where, and why of your offering. Communicate how your product or service helps people, what sets it apart, why it is important, and where it is being used. By focusing on these aspects and telling a compelling story, you will ultimately attract customers and grow your business.

PR as a Tool for Exposure

Public relations can bring your product or service more exposure than any ad campaign. When the media talks about your story, it adds a level of credibility that goes beyond any paid promotion. Unlike ad campaigns that have a limited lifespan, media stories continue to reach audiences long after the PR campaign ends. This extended exposure can have a significant impact on the success of your brand, especially in the digital age where search algorithms prioritize quality content and news exposure.

The Limitations of PR

While PR can be a powerful tool for business growth, it is essential to remember that it cannot magically save a failing business. If your business is struggling financially, hiring a PR agency alone is unlikely to solve the underlying problems. It is crucial to address any fundamental issues before investing in PR. However, when used strategically, PR can significantly contribute to the success and visibility of your brand.

Conclusion

Public relations plays a crucial role in building brand credibility, exposure, and growth. When dealing with journalists, it is important to shift the focus from directly selling your product or service to telling a compelling story. Journalists want to hear about the value your offering brings to customers and the unique aspects that set it apart from competitors. Emphasizing the who, what, when, where, and why in your PR efforts will help you capture the attention of journalists and ultimately attract new customers.

Remember, PR alone cannot save a struggling business, but it can provide significant exposure and credibility for your brand. By mastering the art of public relations, you can harness the power of storytelling to effectively communicate your message and achieve long-term success.

—————————————————-

Article	Link
UK Artful Impressions	Premiere Etsy Store
Sponsored Content	View
90’s Rock Band Review	View
Ted Lasso’s MacBook Guide	View
Nature’s Secret to More Energy	View
Ancient Recipe for Weight Loss	View
MacBook Air i3 vs i5	View
You Need a VPN in 2023 – Liberty Shield	View

Opinions expressed by Entrepreneur contributors are their own.

As entrepreneurs, it is in our blood to always be selling. But when it comes to public relationsHit the brakes on the sales pitch when talking to reporters.

Over the years, I’ve seen entrepreneurs, CEOs, and business owners jump right into their sales pitches with reporters. I suspect they see this interview with the media as another opportunity to sell your products to a wider audience.

That’s not how it works with journalists. Reporters tell stories for a living. They don’t want to hear subjective information about why your product or service is better than others, even if it comes from a customer testimonial – they want to hear the story.

Don’t talk about ‘how sausage is made’

A popular mistake I see even the savviest businessmen make: They want to say how the sausage is made. Unless you’re talking to a trade reporter who writes for a specific industry audience, steer clear of the back story.

Let me give you an example: A few years ago, I worked with a doctor who continued to start each interview with how his surgical procedure worked. I took science and biology classes in college, like most journalists, but I don’t think any of us remember the medical jargon. Journalists don’t want to listen to a long lecture on anatomy.

On most articles, the writers only have 1,200-1,500 words to tell the full story, and if you’re lucky, they’ll give you 20 minutes max to talk. On TV, it’s even shorter, at 120 seconds for most airing segments, so don’t waste the first 10 minutes delving into how sausage is made. Instead, focus this valuable time in explaining how your procedure is more advanced or different from previous approaches. Start your conversation with the bottom line; not the beginning

This approach applies to any industry: technology, healthcare, politics, etc. If you’re selling a new mobile app, don’t go into coding or the cloud experience. Keep the conversation focused on the customer’s benefit and value added of your product and stay away from any industry jargon. It just confuses the reporter.

PR sells the story, not the product

This may seem counterintuitive on the surface, but if you’re hiring a publicist or PR agency, you want to see results that will grow your business. That’s understandable, and it will happen. Our expectations are aligned.

But an interview with a reporter is not the time to ask for the sale. These interviews should be customer or customer focused. You can underscore this message by focusing on the five W’s of journalism: who, what, when, where, and why.

Who is your product or service helping?
What is different about your product or service?
Why should we care?
Where is this being used?

This is just one template and by no means the only approach to your story’s message. At the very least, asking these questions before your interview will keep you focused on the story versus the sale.

PR won’t save your business

I worry when I hear potential clients tell me that they hope public relations can save their business. It’s even more distressing when you hear fear in his tone.

PR is not going to save your business. If your business is losing money before you hire a PR agency, it’s probably a bigger problem than advertising alone. Any publicist who says that public relations can save her business is probably partaking in the same entrepreneurial approach that runs in our blood.

So what value does PR bring if it can’t save your business?

PR will bring your product or service more exposure. If the media is talking about your story, it will always be more credible than any ad. And unlike ad campaigns where promotion ends when the budget runs out, media stories continue to hit the eye long after the PR campaign ends. In many ways, the cost decreases over time.

Google doesn’t reveal much about its search algorithm, but they publicly admit that they prioritize quality content and news exposure. Yeah Entrepreneur or the New York Times you are writing about your business, the search algorithms will correctly prioritize your business with search. It gives your brand the extra exposure needed for the search boost.

Just remember, PR effects don’t always happen overnight. A targeted media campaign will drive traffic to your website or store, but your final product still needs to be interesting. And that’s probably the most important point to remember: brag about what’s interesting, not what you’re selling.