Today in 2008, arguably the biggest story in the news headlines may be the crisis facing Detroit's "Big Three" auto makers, General Motors, Chrysler and Ford. Each day, there are more stories coming out about the specific situation facing all the companies - which have now banded together to test and get public funds as a bailout to the industry.
Although we're able to spend hours speaking about this problem, we will instead turn our focus how you, as your small business owner, can be in the news headlines and join the conversation to really get your company some publicity. First, you've to work out how you fit into this picture. Are you currently an auto dealer? A parts supplier? A second company that depends on the health of the car companies and/or car workers? Where would you fit in? That is critical to then developing your "angle."
Next, simply put together a media release speaking about how this problem affects you. Here's the important part, though. You must find a newsworthy angle, otherwise your opinion is simply an opinion - and definitely not news. So do a poll, talk about some actual trends you're seeing, or include some stats about your historical sales in comparison to your projected sales given the outcomes of the bailout trend press wire. Reporters want to talk about stats using their readers or viewers. Look at your company's stats to see if any coincide with trends being discussed by the media.
When you yourself have your release drafted, you may wish to do some research on which reporters are doing stories with this topic. Execute a simple Google search to get these stories. On Google, click news at the top to filter companies. Get the contact information for these reporters and send them your release while letting them know you are a lot more than happy to be a quotable resource for his or her future stories. Reporters are usually buying a good quote.
John Sternal is an expert public relations professional with more than 15 years experience serving clients in many different industries on both the agency and corporate sides. John has worked with members of the national media to develop stories that serve their readers/viewers in an endeavor to educate on topics that benefit his clients/employers.
John has had the truly amazing opportunity to focus on from sports marketing to natural gas pipelines, and high technology to the planet of automotive.
His experiences in PR span a wide variety, including media relations, spokesperson duties, media training, corporate communications, event management, and strategic thought leadership. John has written many articles which were published in magazines and newspapers around the world, and he in addition has served as editor of two media publications for a national sports team.
John says his favorite PR moment was when he helped the NHL's communications department during the 1997 Stanley Cup Finals. He was on the ice working together with photo journalists during the Cup presentation in front of a packed Joe Louis Arena.
Originally from Connecticut, John spent my youth in Tampa, Fla., and currently lives in South Florida. He enjoys golf and bicycling, and although he lives in Florida, John still considers hockey his favorite sport to watch. He's also started to occupy sailing as an interest, and enjoys researching fine wines from different parts of the world.
