Bottom Line Communications

    How do you get recognition for your business? One client of mine wrote a book that helped him generate instant credibility as an "expert" in his field.
     It was a great idea, but a bit costly for most small business owners to pull off. When you have limited resources, that's when creativity takes over.
    After spending several years as a reporter and then on the other side as a media trainer, it dawned on me that most business people were clueless when it came time for them to deal with the media. And, media people constantly complained to me that their interview subjects had no idea how the news media operated.
    A light went off! Why not create a fun poster highlighting the dumb things people do on media interviews? The media folks would love that I was helping to "educate" their interviewees, and it would be a good icebreaker to use with potential clients as I tried to get my business off the ground.
    It turned out to be a great idea. Reporters loved it and often put the poster in front of their desks. Potential clients looked at it and often told me they had done some of the dumb things listed. Many decided they might need my help to provide PR expertise for them in the future.
    Word spread about my famous "16 Sure-Fire Ways to Impress the Media" poster. Hundreds of PR, journalism and business publications downloaded it from my Web site, or requested an actual poster. The list was even included in the book "The Brand Management Checklist."

2) Tell reporters that you have an "exclusive" story for them only. Then send it to all the other media outlets to also give them "exclusives."

3) Let reporters know your story would make a good cover story. Unlike you, sometimes they just don't realize the importance of it.

4) In an interview, use the words "no comment" as often as possible because reporters appreciate not having to write down so much stuff.

5) Always demand to review the story ahead of time. That way you can make sure it comes out correctly.

6) If you say something you wish you hadn't, quickly follow-up by saying, "That was off-the-record." Don't bother to let them know when you are "on-the-record" again. Keep them guessing.

7) Let the reporter know upfront that you consider all media people a bunch of liberal, pot-smoking bleeding hearts, but that you are graciously willing to give him/her a chance to handle your story. They will appreciate your honesty.

8) Let reporters know you are well-connected to the editor/publisher/station manager. Tell them you hope you won't have to go over their heads!

9) Pretend you genuinely care about reporters' deadlines. Then ignore them.

10) Constantly tell reporters that all information is "proprietary." This will eliminate a lot of needless facts in your story.

11) Make sure to tell reporters you never read their newspaper or watch/listen to their station because they always get things wrong. Again, they appreciate honesty.

12) After the interview is over, make sure you contact the reporter hourly to determine the status of the story. Call more often if you really think the story is a good one.

13) When the story runs, call the reporter and tell him/her to send you a copy/tape. They consider it part of their job to respond to your needs.

14) Always let reporters know your company is a big advertiser and helps pay their salary. This is a great way to impress them and guarantee a great story.

15) If you say something stupid, or if the story is negative, always claim you were misquoted or that they edited out your real remarks. Demand a retraction!

16) If a reporter does a good job and writes a great story, don't bother to thank him/her. That's why they make the big bucks. It's enough of a reward for them to have worked with a real media professional.

    Trying to break through the clutter can sometimes be difficult. But this list shows that with a little creativity and not much of a budget you can generate buzz about your business.
John Landsberg operates Bottom Line Communications, a Leawood-based marketing communications firm (www.bottomlinecom.com). He is also an adjunct professor of marketing, consumer behavior and public relations at Baker University. You can reach him at [email protected] or (913) 338-5760.