Improve Your Media
The more you know about dealing with media the better you will be able
to raise your company's visibility during the ramp up to the Olympics.
Many business owners aren't aware that there is an easy and affordable
way to harness the Olympic excitement already being directed at our region.
Considering that it costs more to operate a business in an Olympic region,
it's important to capitalize fully on any excitement and interest you
can direct back towards your company.
Many business owners don't realize that newspaper, television and radio
can provide free promotional value for their companies. All styles of
media are constantly looking for experts to document and give credibility
to Olympic stories that are already being published and broadcast around
The challenge lies in being able to approach media in a way that ensures
they will report positively about you and your company. To do so you first
have to convince them to regard you as an expert and a reliable source.
Unfortunately, many business owners are concerned that dealing with media
is too risky, so they mistakenly avoid media at all costs -- what a mistake.
They erroneously consider media to be untrustworthy. Well, get past this
impediment because for the most part it's a myth. Media can be trusted,
but if you deceive or try to manipulate them they'll either ignore you,
or worse, eat you alive.
Granted, there are situations where media has an agenda that is opposite
of yours, and as a consequence it doesn't matter who is right or wrong
or what you do -- they will mold the story to fit their agenda. The key
for you is to make sure you know their agenda and then decide how, or
even whether you should approach certain media companies at all. Choose
your alliances carefully.
Before you take it to this level though you need basic media relation
skills. Learning how to contact and deal with media is like learning anything
else. You need a good teacher and you need to practice. But be warned,
you can not practice on media. It would be like training a lion by getting
into the cage with it on day one. You need to know what you're doing before
you pry open the jaws and stick your head in its mouth.
You should also prepare your partners and employees to speak with media.
Investigative journalists are trained to seek out the answers they need
to support their story, and they can be quite thorough in doing so. If
they don't get what they need from you they will keep looking until they
Quite often when we see aggressive investigative journalists attack the
CEO of a large corporation what we don't see is the deceptive and manipulative
tactics executives use to hide the truth. In a small and midsize business
world, dealing with a "crisis-situation investigative journalist"
is similar in some respects to how you would deal with an "unaccredited
journalist" looking for a juicy Olympic related story. The difference
is that the unaccredited journalist might "manufacture" the
crisis, with the intent of blowing a nonevent out of proportion. You have
to be prepared to turn it around to your advantage.
Journalists will sometimes try to get you to say something you don't mean
or shouldn't say. Hence the infamous "taken out of context"
quote. In Olympic regions journalists find it very easy to manufacture
crisis. They simply pick up on a sore spot and look for someone in the
community to make the situation worse than it really is. You should be
aware too that if it serves your purpose you might want to go along for
the ride. For example envision that you own an environmental waste management
company and the government or Olympic organizations are circumventing
standard protocols. Tell your story right and you'll be on the front page
regarded as a hero, but drop the ball and the community will vilify you.
You need a combination of crisis and media promotion skills in order to
turn a situation that could be hurtful, into a story that paints your
company and region in a good light. Saying "NO COMMENT" or getting
snarky will simply make it look like you're hiding something, or cause
the journalist to find someone else to corroborate their perspective.
Neither will do you any good. You have to be prepared to turn a situation
around and leverage it for all it's worth.
There is no way around it. If you want media to relate your story,
you have to deal effectively with media.
Consider the following . . .
Do you consider yourself an expert in your field?
When the media quotes you regarding stories about your industry it raises
your visibility, and if you do it properly it heightens the respect people
have of your company. It positions you as an expert and someone people
Do you believe everything you see or hear in media?
Regarding truth in media -- everyone has an agenda. Truth is subjective.
Why do your competitors seem to receive so much media attention?
It's not a coincidence that your competitor is quoted constantly in the
media. Some companies understand very clearly the mechanism and work it
Media Promotion skills can be learned.
The best way to learn is from someone with experience. Training immerses
you in hands-on situations that will prepare you for all eventualities.
It also inspires you to develop solutions specific to your business.
It pays to hire a media training expert with international experience
in small and midsize business strategies. Don't fool around. The Olympics
comes around only once and you will not have a second chance to get it
If you think that learning to deal with media is unimportant and that
you already know everything you need to know, you will miss out on great
Email or phone us today for more information