Womens Leadership

Savor DallasI moved from working in my business to working on my business!
Jim White, Founder Savor Dallas
http://www.savordallas.com
 
CoachWorks InternationalI found a community of business leaders who make being in business a lot more fun and less lonely.
Jeannine Sandstrom,
CEO CoachWorks International, Inc.
http://www.coachworks.com
 
The Sales CompanyI now have a place to be open about my business success and future challenges.
Debbie Mrazek, CEO The Sales Company
Author The Field Guide to Sales
http://www.the-sales-company.com
 

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Posts Tagged ‘editor’

By Maggie Chamberlin Holben, APR

In my opinion, the greatest sin in the public relations realm is the sin of doing absolutely nothing and then wondering why the media aren’t paying attention to you (or, in the case of a crisis, are eating you alive). As a small business owner or manager, you can arm yourself with a copy of Full Frontal PR: Building Buzz About Your Business, Your Product, or You or Public Relations For Dummies (For Dummies (Business & Personal Finance)) and engage in “do it yourself” PR. Or, you can contract with a PR consulting firm to assist in the process.

Whatever the case, it’s up to you to make use of proven PR tactics to help build awareness and credibility of your brand. Here are seven tips to help jumpstart your PR efforts, or improve existing programs:

1) Focus On Your Newsworthy Attributes

The news hook is an important information trigger that actually interests news editors and reporters, not something contrived or self-serving that you think should interest the media. You’ll have far greater success garnering news coverage if your announcement is based on a proven news hook, rather than being full of puffery and information only of interest to you.

2) Keep Your PR Tools Up-To-Date

The basic tools for being reporter friendly are: well-written news releases, media/press kit (both online and hardcopy), fact sheets and Q&A documents, backgrounders and history documents, bios of key employees, milestone recap and related timeline, photography (high resolution required for print reproduction), and technical documents such as white papers and case studies. The more information you are able to provide an interested reporter, the more likely your encounter will result in thorough, accurate and engaging coverage.

3) Utilize Newswire Services

Newswires – effectively selected, written and timed – turn up the volume on your media announcement. Specialized dissemination services — such as PR Newswire, Business Wire, PR Web, PR.com and PR Leap – can give your news release added exposure to both the media and potential customers searching the Internet for your products or services as the release remains posted online.

4) Become Skilled At E-mail Campaigns

E-mail is, on the whole, the most preferred form of communication for reaching the news media (versus unsolicited phone calls, text messages or podcasts to busy journalists). Where do you get the e-mail addresses? Check the contact section of the media outlet’s website or subscribe to a media contact data source such as Bacon’s MediaSource, Burrelles Luce MediaContacts or Bulldog Reporter MediaBase.

5) Make Use Of Leads Services

The leads service is a special PR tool that allows reporters on deadline to reach out to companies and individuals for information and interviews. Examples of these services, available by subscription, are PR Newswire’s ProfNet and PRSourceCode. Here’s an example of a recent Profnet Query: “I am writing a story for a national business publication roughly titled ‘Sales 2.0.’ The article looks at how some of the new tools such as LinkedIn, Jigsaw, and other Web 2.0 tech stuff are changing the way companies prospect for sales, contact and woo sales, close sales, and then keep customers happy. I am only interested in talking to small and medium-sized businesses (with 1,000 employees or less).”

6) Share Your Expertise Via Articles

Bylined articles, like you’re reading now, are when you write articles for the print media (usually at the invitation of the editor) about your area of expertise. Opportunities can range from a 250-word squib to a 2,000-word feature. A short paragraph at the end of the article usually recaps the author’s credentials, explains his/her company or organization title and affiliation, and provides the reader with website contact information.

7) Win Awards To Attract Attention

Receipt of an industry or community award is a legitimate news hook that can help attract the attention of editors and reporters and ultimately gain valuable media exposure. The focus of the award gives the recipient a reason to expand on the particular topic by providing additional information and related photography. Quite frequently, the prestige of receiving one or several industry awards offers the “awareness lift” necessary to secure a profile or full feature about your company or organization.

A skilled practitioner can assist you with your PR initiative and help you understand the many tactics
available to you.

Happy awareness building of your brand!

About the Author:

Maggie Chamberlin Holben, founder of Denver-based Absolutely Public Relations www.absolutelypr.com, is accredited by the Public Relations Society of America and a member of its Counselors Academy. A Colorado native, Holben serves on the board of directors of the Colorado Bioscience Association, receiving the association’s 2006 Partner of the Year award. In 2005, she was certified as an industry analyst relations practitioner. Frequently interviewed as a PR expert by the media, Holben’s “expert profile” is available online at Expert411.com.

How do you know which tradeshows to attend? Learn these basics for proper show selection.

With the increase in number of tradeshows being held across the world, it has become imperative to check the trade shows’ credentials before you commit participation. Here are some quick tips on checks to ensure that you are not heading for a dud trade show:

  • Check previous history and years of experience including backing by any large industrial groups: This is the most obvious way to research on the event planners. Trade shows backed by large organizations would have greater availability of resources and marketing skills.
  • Demographics of previous trade shows: Did the last show done by the trade show provider have a decent show of visitors? Is the trade show provider boasting about the numbers on its marketing material or hiding it in some obscure corner for the number crunchers? Did the trade show provider have a professional organization draw up the demographics of the visitors? Do the demographics fit your requirement? Answers to these queries should help you decide if you should use this trade show as a sales and marketing vehicle for your company.
  • If there is a conference, who are the speakers? You should have at least heard of a few of the speakers or their organizations if they are speaking in the conference. A quick check should also be done to see if the speakers also have a booth at the tradeshow. Tradeshow booth providers usually give out speaker slots as an added incentive to exhibitors and you might like to avoid such events as they are not very genuine.
  • What is the timing of the trade show? Is it just time filler for the conference? If this is true, I would suggest that you avoid this trade event like the plague. The event planners are just putting in the booths as time filler and the trade show is not likely to be heavily promoted either. So just don’t waste your marketing budget on such as event. You will all notice that such time filler exhibitions usually have very few booths in the first place and are located outside the exit area of the conference hall to catch the attendees as they dash off towards food and nature’s call.
  • What is the total number of booths and what is the occupancy rate a few weeks before the show? The thumb rule is that a trade show can have about 5 to 10 percent of empty stands about 2 weeks before the event which eventually gets filled in my last minute confirmations or by sponsors. If the numbers are higher that this, you should check the official reason given by the exhibitors to ensure that you don’t end up participating in a show which has too many empty stands.
  • Is the tradeshow provider offering a ‘desperate’ discount and doing unusual number of follow ups? If you get an offer for a trade show booth which is just too good to believe then it is probably too good to believe. ‘Desperate’ discounts are offered by event planners as a last ditch attempt to sell all booths as you should only participate is such tradeshows if you have unique reason to do so.
  • Testimonials and repeat number of participants year after year is another good way to check on the trade show. If you see a large number of repeat participants over a number of years, it is a good way to determine the quality of the event. Quality of location and association with service providers also help in getting to know the seriousness with which the trade show providers approach their work. I hope this article is also read by trade show providers to realize what exhibitors look out for!

About the author:
Patty Stripes is an editor for The Trade Show Booth

Written by Dave Kauppi

The purpose of a letter of intent is to define the economic terms and conditions that apply to the pending business sale if the due diligence results in no material differences in the condition of the seller’s business. In simple terms, it means that if I go over your books and records in great detail and I verify that everything you had previously presented checks out, I am willing to pay you X dollars for your business under the set of Y terms. Below is a sample Letter of Intent.

Mr. X. X. LastName
Address 1
Address 2
City, ST Zip

PERSONAL & CONFIDENTIAL
Re: Purchase of Assets of ABC Corp.

Dear Mr. LastName:

The purpose of this letter is to set forth the general terms and conditions of the proposed purchase by NEWCO, a corporation ("Buyer") of substantially all of the assets of ABC Corp., an Illinois corporation ("Seller").

1. Purchase and Sale of Assets. At the Closing (as hereinafter defined), Buyer will purchase all of the assets including accounts receivable but not cash on hand and rights of Seller, including all real and personal property, contract rights, patents and intellectual property. All of the assets to be purchased are referred to below as the "Purchased Assets."

2. Liabilities. Buyer will assume no liabilities of Seller except the following ("Assumed Liabilities"):

The obligations of Seller arising under purchase orders from the Seller’s customers in the ordinary course of business, sales orders issued to Seller’s suppliers in the ordinary course of business, leases of personal property.

3. Purchase Price. As consideration for the Purchased Assets, Buyer will assume the Assumed Liabilities and will pay to Seller the amount equal to the following: ___________________ ($__________) dollars (the "Purchase Price").

Payment is to be made as follows: $ ___________in cash at the Closing, and the remainder by delivery of the Buyer’s promissory note in the principal amount of __________

The _______-year _____________ interest bearing note at the Prime Rate on the date of Closing will be issued by BUYER with interest paid quarterly and principal paid as a balloon payment at the end of the seven year term.

Employment Contract. Buyer and Seller will enter into an employment agreement which will provide for employment as Consultant and provide Seller with an annual salary of ___________ and such other normal fringe benefits as shall be mutually agreed upon and set forth in the employment agreement. In addition to the base annual salary, Seller will receive ___% commission on sales in excess of $ ______________ . The employment agreement will be for a three-year term. Basis of commissions shall be mutually agreed upon.

Recognizing that Mr. Last Name is a valuable resource to the well being of the ongoing business of SELLER, BUYER expects his daily cooperation as part of the total purchase price for at least the first six months after the closing. The employment agreement will require a minimum of _____ days and a maximum of _____ days per year.

4. Conditions. The purchase and sale of the Purchased Assets contemplated by this letter of intent will be subject to terms and conditions customary to transactions of the type, including, without limitation, the following:

No change occurring prior to the Closing which materially and adversely affects the Business, Purchased Assets, financial condition, and prospects of Seller; Completion of Buyer’s examination of the financial condition, properties and business of Seller which examination shall not have revealed the existence of any fact, matter or circumstance which in Buyer’s judgment could materially and adversely affect the Business;
Buyer obtaining financing for the purchase of Purchased Assets at terms which are acceptable to the buyer; and
Both parties agree to a Definitive Purchase Agreement.

5. Complete Access. Following the acceptance of the letter of intent by the Seller until the Closing, Seller will give to Buyer and its representatives complete access to all of its books, records, financial statements and other documents and materials relating to the Business and to Seller’s customers and suppliers.

6. Confidentiality. The information furnished by Seller to Buyer and its employees, advisors and consultants pursuant to Section 6 shall be subject to the provisions of the confidentiality agreement. Until the Closing, Buyer will at all times hold and cause its employees, advisors, and consultants to hold in strict confidence all confidential documents and information concerning Seller which have been or will be furnished by Seller to Buyer or its employees, advisors and consultants in connection with the transactions contemplated by this letter of intent.

If the transactions contemplated by this letter of intent are not consummated, regardless of the reason therefor, such as confidence will be maintained by Buyer, except to the extent such information (a) was previously known to Buyer prior to disclosure by Seller, (b) is in the public domain through no fault of Buyer, (c) is acquired by Buyer from a third party not known by Buyer to be under an obligation of confidence to Seller, or (d) is required by law or legal process to be disclosed.

Such documents and information will not be used to the detriment of Seller or otherwise in any other manner and all documents, materials and other written information provided by Seller to Buyer, including all copies and extracts thereof, will be returned to Seller immediately upon its written request.

7. Expenses. Buyer and Seller will be responsible for the payment of their respective expenses and professional fees incurring in connection with the negotiation an consummation of the transactions contemplated by this letter of intent, except as may be otherwise provided in the Purchase Agreement (as defined below).

8. No Other Negotiations; Brokers. Seller acknowledges that Buyer has incurred and will incur significant costs in reviewing and analyzing Seller’s business and proceeding in good faith to purchase the Purchased Assets as described herein.

Therefore, for a period of ___________ (___) days commencing on the date of Seller’s acceptance of this letter of intent unless Buyer notifies Seller in writing that negotiations in respect to the transactions contemplated hereby have terminated, neither Seller nor it shareholders will directly or indirectly solicit or make or entertain any offer or proposal from or to a third party regarding the sale or possible sale of Purchased Assets or a sale of the stock of Seller or discuss in any manner any such sale with any third party or provide any information concerning the Purchased Assets to any third party.

In the event that Seller or any shareholder receives any inquiry from a third party with respect to such a sale or possible sale, Seller will notify Buyer and inform such a party of Seller’s obligations under Section 8. It is understood that XYZ Merger Group, Inc. has acted as broker on behalf of Buyer and that Buyer shall be responsible for the payment of any and all fees and expenses due to such a firm.

9. Closing. It is anticipated that the closing of the transactions contemplated by this letter of intent (the "Closing") will occur _____________ (__) days following the date of execution of the Purchase Agreement, but in no event later than ______________________________.

10. Public Announcement. The parties will make a joint public announcement transactions described herein, with the content and timing of such an announcement to be mutually agreed upon by parties. Each party will consult with the other party prior to issuing any press release or otherwise making any public statement with respect to the transactions contemplated by this letter of intent and will not issue any such r
elease or make any such statement over the reasonable objection of the other party, except as required by law.

The parties will proceed diligently to negotiate in good faith towards the preparation and execution of a definitive agreement (the "Purchase Agreement") containing the agreed-upon terms and conditions as well as the customary warranties, representations, covenants, and indemnifications normally associated with the purchase and sale of assets. It is understood that except for the provisions of Sections 6, 7, 8 and 10, this letter of intent is not legally binding on either Buyer or Seller, but that it is intended only to evidence the good faith intent of the Buyer and Seller to proceed toward the transactions contemplated hereby, subject to the negotiation of certain terms and conditions not dealt with herein.

If the terms set forth in this letter meet with your approval, please indicate your acceptance by signing both copies of this letter and returning one to the undersigned. Upon the return of an executed copy of this letter, we will instruct our attorneys to proceed with the preparation of the Purchase Agreement and related documents. Our offer to enter into this letter of intent will remain open until the close of business on _________________.

Very truly yours,
__________________________

Agreed to and accepted on this ____ day of _____________, 20____.

By:___________________________

Its___________________________

The Letter of Intent is non-binding so that if the buyer discovers some surprises, he can walk away with no penalty or he can attempt to renegotiate the previously stated terms and conditions. The seller should do his negotiating or have his advisor do the negotiating prior to counter signing the LOI because a smart buyer will try to lock you up for a period of 45 to 90 days while he performs his due diligence. This lock up means that you are not allowed to invite any other bidders into the mix until the period expires or until either party has canceled the LOI. Once the due diligence is completed, then the deal is memorialized by a much more detailed definitive purchase agreement.

Dave Kauppi is the editor of The Exit Strategist Newsletter, a Merger and Acquisition Advisor and President of MidMarket Capital, representing owners in the sale of privately held businesses. They provide Wall Street style investment banking services to lower mid market companies at a size appropriate fee structure.

Understanding how the media works, what makes news and how to make the news can be valuable knowledge for any business. Favorable media exposure means recognition in the business community and a higher profile among potential investors and employees.

So here are some inside tips on the do’s and don’ts when it comes to gaining media attention for your business.

Choose the right media

Although all the media search out and welcome news stories, TV, radio and newspapers each have unique characteristics that will affect their likely interest in your story…

…Print

What makes the print media unique is its ability to provide in-depth commentary by way of longer news articles and the fact that newspapers and magazines have long shelf lives (compared to radio and TV). Business news with its financial results and long-term strategies make a nice fit with print media.

…Radio

Radio may not be the first choice when it comes to business coverage but when speed counts radio has the advantage of being able to produce and air a broadcast report minutes after news breaks. Also, morning drive-in shows and evening rush hour programming often have large followings and loyal listeners, though they are unlikely to be a strictly business audience.

…Television

Television’s strength is its ability to blend pictures with storytelling to create a compelling and visual broadcast that can leave an impression for a very long time (I.e. Gulf War, ’72 Munich Olympics hostages, O.J. Simpson trial). When it comes to business coverage, television is at a small disadvantage since most business stories are short on visual elements (pictures). Nevertheless, many special television programs, such as Venture, W5 and 60 Minutes have over the years aired strong and compelling business stories.

Understanding what makes news and knowing who cares!

Your business may have doubled in size this year but for some reason the national newspaper doesn’t care. It certainly can be a frustrating experience trying to sell your story to media outlets, but understanding what makes news can go a long way in breaking down the media barrier.

What makes news?

It has been said that news is what people are talking about. A nice simplification, but you need to know more. If you want a reporter to be interested in your story, you need to meet one of the following criteria.

Timeliness:

Nothing beats breaking news. Such news stories often command front page attention at newspapers and lead air time at radio and TV stations. Breaking news is immediate news about something that just happened and that matters to a defined audience, like the business community. This has to be news that people will talk about.

Proximity:

Most media are first and foremost interested in stories with a local angle. If you are in an area of the city, there may be a reporter that is dedicated solely to covering news in your area. Learn what these people write about by watching columns and articles in your local business journal and newspaper. Even if you are part of a national organization, your local media will want to know your involvement rather than the activities of the group nationally.

Conflict:

Like it or not, conflict, whether it involves people, companies or government makes news. What may seem to be a simple rivalry between two business competitors is often a good news story for the media. And don’t be fooled by those who say they don’t read negative stories – they do and news editors know it.

Eminence and Prominence

Some people are newsworthy simply because of their fame or their position of power.

Consequence and Impact

What may be a simple business decision to you may be of tremendous consequence to your neighbor. The more people affected, the bigger the story.

Human Interest

People are interested in people. It’s a fact and a strong element of news. Those who read, listen and watch the news like to learn about others. Though a business story at first glance may not seem to be about people, playing up personal elements in your story will make it more interesting to viewers and readers.

Other factors affecting what becomes “news”…

“News Holes”

Why is it that your competitor’s merger made the news last week but yours didn’t? Often, space limitations (a busier news day and more stories) will result in your big event being dropped from the paper.

“Focus of the medium”

The monthly e-commerce magazine has a different editorial mandate than the business section of the daily paper or the local TV station. Understanding what mandate each medium has is key to working effectively with the media.

Competition among media

No one wants to cover old news. An editor or reporter is far less likely to write about your business if the competition had the same story a week earlier. On the other hand they may be very likely to run your news story if you approach them with an “exclusive” and give them the chance to cover the story before anyone else gets it.

Approaching the media

Once you understand what makes news, its time to “pitch” your news story to the media.

Here are a few tips.

Know your media

As mentioned before, print, TV, and radio each have different requirements when it comes to deciding what makes news. Understanding what is “newsworthy” for each media outlet is key to pitching your news story. In simple words, TV needs pictures, radio needs voices and print needs quotes. Organizing a press conference with a product demonstration is good for TV. Having the CEO answer questions makes for good quotes in print. Some media also have different departments or sections. For example, your local Journal’s section on “business” might be interested in business processes and the ins and outs of growing a business. Your latest software product release is not likely to spark interest from the editor of this section, although the tech editor may want a shot at it. However, the retraining of the 50 engineers who worked on the product release may be a news story worthy of consideration. Trade publications often are product-oriented and more likely to be interested in the latest version of your award-winning software. Have a number of different story angles when calling various media and choose your targets knowledgeably.

Get to the point

Not only are you busy but so are reporters – so get to the point! Reporters face daily deadlines and between faxes, e-mails and telephone calls, they receive hundreds of story suggestions each week. Reporters have good news judgment and can often decide within a few minutes whether or not they are interested in your “pitch”. More than five minutes is too long. (NOTE: When leaving a phone message, leave your name, number, company name and a BRIEF description of the story idea). Remember, if they say NO, it means NO. So, say thank you and move on.

Don’t confuse advertising with editorial

Nothing upsets reporters more than the suggestion that buying an advertisement warrants a news story. Though on occasion the protocol is sometimes breached, the rule of thumb is that advertising is separate from editorial (news) content, like church and state. It is NOT a good idea to have someone from your advertising department phone an editor. Appoint someone who understands the editorial side of the media. If you have a good newsworthy story it should be able to stand on its own.

Call early but DON’T call often

If you are sending out a press release, it is important to follow-up with a media call as soon as possible. Be specific when calling. Ask if the reporter received your release and whether or not you could have two minutes of his or her time to explain the contents of the release. Don’t forget to tailor your pitch to the specific media. If the reporter says NO, mor
e often than not it means NO. Thank them for their time and move on. If the reporter is interested, he or she will let you know. Then half the battle is won. If you are the media contact, be available for the media. There is no use putting your name on a press release if you are not willing or available to talk to reporters.

Be prepared to run around

If a reporter likes your story idea, then you are halfway to getting coverage. But you still have work to do. Reporters will often ask for background information and contact names – make sure you have them on hand. Media outlets with daily deadlines need information quickly, whether or not you have it available can decide whether the story runs or not.

Objectives and Unintended Consequences

Know from the outset what outcome you want in seeking media attention. Remember that once you attract media attention you can’t always control how it will turn out, what message will be communicated, what ‘spin’ a reporter will put on things, who else they might contact to verify information, or how far they might dig. Another thing that drives reporters crazy is when people ask if they can read the final piece. Do not do this! If you have submitted a guest column, the editor has the liberty of editing it. If you don’t feel comfortable with this, it might be better for you not to work with the media. There are strategies for working around the media so that your message ends up being as close as possible to the final word.

Only give information for the story you want to tell. When you prepare for the interview, be prepared for questions reporters may ask and be ready to give answers that direct them back to your angle. This is much like a job interview – you start with the end in mind.

Be excited about your story. Enthusiasm is contagious and reporters will delve into that which they find interesting. Why would they want to put a different spin on a story that is already interesting?

Be a good student of your target media. Whether it’s your local news or your local Journal, you can easily see what the medium believes is a good story. Make sure yours is up to the challenge.

When a spiraling economy pinches marketing budgets, it means marketing money goes away. It doesn’t mean the need for marketing goes away. In fact, you may need to market even more.

Luckily, marketing — and that includes public relations — doesn’t have to cost a lot of money. Keep in mind that what you don’t spend in dollars and cents, you’ll have to make up in energy, time and creativity. Simply put, you can make up for a small budget by rolling up your sleeves and putting your noggin to work.

So what does it take to earn free press? It’s pretty simple, actually. Become newsworthy. Sounds too easy, right? It often is, and the fact that you aren’t a PR person is a plus for you. The first thing you have to do is think like a reporter. For a moment, take off your owner/manager hat and put on a reporter hat. The reporter is looking for a scoop — a hot story. She/he’s going to look good to the editor when she/he comes up with something that no one else is doing, right? This is your opportunity to be a reporter’s resource.

Basically, you want to help the reporter do his/her job. You want to be on the lookout for stories that will help the reporter get the scoop. The stories may be from inside your company, but they could also be inside your clients’ companies or they may even be inside a prospect’s company. While getting PR for a client or a prospect may not sound like a direct route to getting attention for your firm, it is.

By offering information that is not self-serving, you earn reporters’ trust. The best reporters have incredible memories. They work on tight deadlines and when they need a quote from a subcontractor about an issue, guess who they most likely will call first? You are developing a relationship with the reporter as a valued news source. Keep in mind that reporters are bombarded by PR people and others who want to selfishly exploit the press. You want to set yourself apart from those types. You want to appear as unbiased as possible and stick to the facts.

For example, if you are working on a project that is different, unusual, important to the community, or any of a handful of reasons why something is newsworthy, call the reporter that covers that beat and tell him/her about it. Then wait for him/her to ask for more information. That’s the difference. You are looking out for him/her not for yourself. Reporters know people and if you come at them with any other intention than that which is honest, they’ll run in the other direction.

So, what could be news? A store opening? Well, yes. It is especially if the store is an oxygen bar (something different) or if the store is filling a critical need in the community or if the store caters to a sector of the community that is part of a trend. An Albertson’s opening in the suburbs where there are plenty of grocery stores is not news. A Fiesta grocery store opening in a part of town that doesn’t have any grocery stores and that caters to the booming Latino population is newsworthy. See the difference?

The other thing you want to remember about working with reporters is that they are busy. When you call, get to the point. You should practice what you are going to say so you can sum it up in about 30 seconds. Before saying anything, ask if it is a good time. If they are on deadline, they will tell you. When you hand off the idea, your job is done unless they need more information. Trust me; they will contact you if they are interested. If they aren’t, don’t bug them. The last thing they need is someone following up asking if they are going to cover the story. In the end, it’s what they think is interesting that matters. If you study newspapers, soon you will be able to discern what is news and what isn’t. You may think that your new service offering is the greatest thing since sliced bread, but will the paper’s readers? Scrutinize your idea before you let the reporter take a crack at it.

The way you share your idea with a reporter is critical. Do the homework. Share why you think it’s important; don’t assume the reporter will come to the same conclusion. If you go to a reporter and simply tell him/her about what your company is doing, she/he may not think of it as news. However, if you explain how this new service is part of a trend or an answer to a pressing business issue, the reporter can then see that this is a hot topic affecting a lot more companies than just yours. All of a sudden, you are newsworthy!

So, think like a reporter. Learn how the newspaper works. Request editorial calendars. And start developing relationships with reporters. “How?” you may ask. Well, it’s as simple as making a phone call or sending an e-mail. No magic. It’s just plain ol’ relationship building. It takes action. Don’t be afraid. The fact that you aren’t sure what to do helps you be honest. Simply tell them that you aren’t sure what the correct methods are, but you think you could be helpful to them. Reporters have told me that they truly appreciate being able to trust a person’s intentions.

Don’t forget to take part in press “freebies.” Is a new person joining your company? Did your company recently promote a person? Won a new contract? Send a press release to the local business paper. If you have new team members, announce it by sending one to the local newspaper as well. For personnel changes, try to include a picture.

If you develop your reporter contacts, you will be able to see your company name in print more often than you ever dreamed. Most companies spend $2,000 – $5,000 per month to have a PR company on retainer. If you spend a small amount of your time, you will be able to accomplish similar coverage for a lot less than that!