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
ADMA to become content marketing peak body
Content marketing practitioners here are not represented by a peak body as they are in United States by the Content Marketing Institute. That is about to change. Read more
Be chatty, or the Hummingbird will pass you by
When Google changes our world, content marketers must follow. [Read more...] The latest iteration of Google’s algorithms, called Hummingbird, released late last year, has implications for Read more