Is any publicity good publicity? Managing media risks
When a journalist starts writing or broadcasting about you, you have little or no control over the words or the outcomes. After publication, you may huff and puff, you may gain an apology or write a letter to the editor, or you may take recourse to law in extreme cases. But by that time the horse has well and truly bolted, taking your reputation with you.
Ask any celebrity - not all press coverage will have a positive impact! You need to be aware of the risks as well as the rewards when you stick your head above the radar. Luckily all of these risks can be minimized and the rewards maximized by careful planning and preparation.
People who feature in media stories often complain they have been misquoted but the fact is that they don't really remember exactly what they have said. The journalist may have a voice recorder with them, but the interviewee rarely has.
It's easy to minimize the risk of being misquoted or misinterpreted simply by preparing a Media Q&A and practicing answering the questions. Ask yourself the most difficult, worst-case scenario questions you can think of, but practice the 'easy' answers too. Sometimes it's when your guard is down that you reveal competitive information or say something in jest that looks a lot different when it's in print!
On the plus side, as the table below shows, media coverage and good pubic relations offers many rewards for the entrepreneur. Credibility, brand awareness and cost-effective marketing are just a few.
| Risks | Rewards |
| -Misquoted | + Credibility |
| -Shown in bad light | + Brand awareness |
| - Wrong focus, misinterpreted | + Cost-effective publicity |
| -Complaints, negative feedback | + Call to action |
| -Reveal plans to competitors or potential attackers | + Attract members, supporters |
| -Too much attention – or not enough! | + Ongoing sales leads and web visits |
When you’re trying to let the world know about your product and build visibility about your startup venture, press releases and media coverage are still the low cost option. Today you have a wealth of online resources to do help you prepare your press release, and a wealth of distribution channels to explore.
In summary, media is an unpredictable, dynamic field and you need to be fast-footed to keep up with journalists’ changing needs. Plan for things not to go your way. Be flexible so that you can respond to current news, events or hot topics.
Ultimately, the success of your media campaigns will depend on how serious you are about building and sustaining a credible media profile: how much time and effort you and your colleagues are prepared to commit to the plan and its execution. Find out more at http://www.newsmaker.com.au
Copyright © Leila Henderson 2010
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