From YourSITE.com
Media Darlings: The Top Ten Do?s and Don?ts of Working with the Press
By Susan Friedmann
Jul 12, 2006, 18:31
There?s a saying in the newspaper business: Advertising
is expensive?but editorial is priceless!
This simple phrase speaks to the fact that readers trust and value any
information they read in an article or column far more than any data they glean
from an advertisement. Even when the
facts presented in an article and an advertisement are identical, the results
are the same. Positive editorial
coverage is worth its weight in gold.
Yet many exhibitors don?t know how to work effectively
with the media. I hear it all the time ?
from both sides of the aisle. Exhibitors wring their hands in despair when not
a single word about their new products show up in the trade publications ? and
reporters get irritated, frustrated, and downright disgusted with those
exhibitors who seem to go out of their way to make getting a good story
possible. It?s a no-win situation ? but
it doesn?t have to be!
Here are ten do?s and don?ts about working with the media
at a trade show. Remember, the press is
not your enemy! Reporters have a job to
do, and nine times out of ten, it?s in your best interest to help them do
it. You both win ? they get good copy
for their story, and you get editorial coverage.
Do: Do your
homework before the event. Develop
several newsworthy angles that showcase your message. Emphasize timely
information, such as industry trends, statistics, new technology or products,
do-it-yourself tips, techniques or strategies, and useful advice. Human interest stories are great because they
allow writers to put a ?face? on what could be a dry nuts and bolts story.
Don?t: Decide what story the reporter is going to write
before they even get to the show. Sure,
you might have all these great human interest angles or wonderful quotes, but
if the reporter is trying to put together a succinct, ?just-the-facts-Ma?am?
story, that?s just extra noise the writer doesn?t want or need. Listen to what the reporter is asking for,
and provide that.
Do: Build a working relationship with the press. Get to
know the editors and writers. Volunteer to be a resource for them. Reporters
keep ?source lists? -- people who are
informative, friendly, and quotable.
That?s where they turn first when they need to write a story on a
particular topic. You want to be on that
source list.
Don?t: Snub the little guy. Just because someone is writing for the Omaha
Chamber of Commerce today doesn?t mean they won?t be editing the most
prestigious trade journal tomorrow. Professionals move in the media with
amazing speed and regularity ? but they take their memories with them. Burn a reporter when they?re nobody, and they?re
going to remember when they?re somebody!
Do: Have a good
press kit. Include interesting and
timely information; a one-page company bio sheet - corporate structure,
executive staff chart, sales figures; complete product information - specs,
distribution methods, pricing; good product photos or links to on-line FTP
sites where photos can be found; key contacts.
Everything must be accurate and verifiable. Unique packaging is good if you?re unknown,
otherwise, don?t bother.
Don?t: Pad your press kit with tons of ?fluff?. Short and
to the point is much better. Avoid
gimmicks, head shots of your CEO, outdated, false, or exaggerated
information. Misleading statistics can
be the kiss of death ? give context for all numbers. Standard sized folders or smaller is best, as
these easily fit into bags and briefcases.
Do: Make every effort to spread the word. Coordinate with show organizers at any media
events they host, and make sure that plenty of your press kits are available in
the media room. Post all relevant information on line, so information can be
accessed after the event. Hold press conferences when appropriate.
Don?t: Hold a press conference ?just because?. Press conferences are specifically for major
announcements, new product introductions, but only if they are truly new or
improved, or general industry trends - what?s hot and what?s not. If you host a
poorly organized event when nothing newsworthy is shared, you?ve just irritated
a whole room full of reporters. Not a
good idea.
Do: Keep your
promises. If you schedule an interview,
be available and on time. If you arrange
to have materials sent to a reporter, make sure they?re actually sent. Promised photos should be as described. Reporters work tight time frames, so when you
fail to deliver what they?re expecting, they don?t have time to come back
looking. They?ll move onto another, more
accommodating source.
Don?t: Assume that the reporter knows everything about
your industry, especially if they are from a general interest publication. Provide background data, give real-world
examples, and avoid industry specific jargon.
Spell out acronyms at least once, and explain the relevance of any
awards, certifications, or honors you may be discussing.
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Your Bio: Written by Susan A. Friedmann,CSP, The
Tradeshow Coach, Lake Placid, NY, author: ?Meeting & Event Planning for
Dummies,? working with companies to improve their meeting and event success
through coaching, consulting and tradeshow training. For a free copy of ?10 Common Mistakes Exhibitors Make?, e-mail:
article4@thetradeshowcoach.com;
website: http://www.tradeshow-training.com
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