By Kath Walters
Fast-growth companies often attract media coverage whether or not they want it.
The phone starts ringing when a company attracts venture capital, wins a blue-chip client, or ranks on one of the several “Fast” lists (BRW, Deloitte, SmartCompany).
This is both a priceless opportunity, and a massive risk.
Here’s the bad news:
There’s a tipping point for most journalists in any interview. It’s this: if the person being interviewed says something that will make a great story – even if it is disasterous PR for our interview subject – we are forced to make a call: will I trash and burn my contact for the sake of this story? Or, will I lose this story for the sake of my contact?
Does that sound heartless? Only if you are NOT a journalist. In our minds, we are hearing the cat-calls of our mates if we don’t pursue a lead and let a great story get away.
Here’s the good news: if you are crystal clear about why you are talking to a journalist in the first place, you can transform the risks into an opportunity. Great media coverage can further accelerate your company’s growth.
Three fail-safe tactics for stopping media coverage going pear-shaped:
· Inform: Have a clear message that delivers value for readers in every interview. This doesn’t have to be rocket science; it could be as simple as this: reveal a neat cost-saving trick; discuss a proven growth strategy; show how to avoid a common mistake.
· Enliven: Add anecdotes, examples, light, shade and colour to your interview. Just a short, simple, dramatic story: a client that was saved from going belly up, a company that grew superfast.
· Connect: It’s hard to burn a contact who you like, even if you are a journalist. We are suckers for someone who appreciates a recent story we wrote, for example, or who asks about what interests us most. By the way, don’t ask what story are you working on? As if I am going to tell you!
You might also like
Are your kids ready to attend a funeral?
Recently wrote this piece for parenting expert, Michael Grose, on the subject of kids, funeral and death. Fascinating subject. Read more
Your guide to using images in your content marketing strategy
The key to getting more traffic is getting noticed — by your customers as well as the algorithms responsible for ranking your site in search results pages. Read more