Developing a relationship with the biz media

John Shepard of Business Tennessee magazine writes in the latest issue about how small businesses can attract the attention of the business media.

Shepard wrote, “Once you’ve assembled a list, start building relationships with those persons on it. Your local chamber of commerce can be particularly valuable in providing introductions and sharing contacts, as chamber executives will often have preexisting relationships with members of the press. Sharon Hayes, business editor of the Kingsport Times-News, says that while she does not play favorites with chambers of commerce and other professional organizations, she often calls on their representatives when looking for sources. ‘If I’m doing a story on the real estate market, I’ll go to the Northeast Tennessee Association of Realtors instead of just calling a local realtor.’ Sometimes, a simple phone call is all that’s needed to begin building a rapport with a journalist. Introduce yourself and your business, and let the reporter or editor know they can contact you as a source in the future.

“The next step is learning to think like a reporter and understanding how media outlets operate. Learn to write a press release, and recognize the difference between hype and genuine news, which is what reporters and editors are looking for. ‘Think about what is of interest to the reader,’ Dismuke says. ‘Reporters always have the reader in mind when they’re writing a story, so when you’re writing a press release keep them in mind, too. The better the press release, the less work a reporter is going to have to do to publish a story about your business,’ and the better the chance of your business making the news.

“Once you understand what those in the media are looking for, you can begin to recognize publicity opportunities that otherwise may not have been apparent. The opening of a new office, a big contract, an award, or a promotional event can all be newsworthy items, depending on the market. ‘If you have a new manager in your organization, you can always submit that to us as a business announcement with a picture of the person, introducing that person to the community,’ Hayes says. ‘We get those kinds of announcements all the time from some businesses who will send us one every time they get a new hire, whereas businesses that don’t are missing out on getting their names in the paper and in front of the community.'”

Read more here.