Handling the media is a challenge for every business. Small businesses and large businesses alike thrive on public positive exposure in the media. This helps in getting the name and brand of the business known quickly.

So how do printers make themselves interesting to media? How do they develop a symbiotic relationship with media companies where both sides are getting something out of it?

First, printers have to know where the media is coming from. The media seeks to offer information to its readers, or viewers, or listeners, in a way that’s relevant to their lives, in a way that will engage them. The media is basically telling a story.

But the media will not publish anything that comes across in jargon or official language. It will avoid material that assumes even the slightest knowledge of the subject. Editors tell their reporters they are writing for the person on the street, one who is not too familiar with the topic. Reporters have to tell the story as simply as possible.

Any press release or conversation with the media has to take that into account. Without it, you won’t get to first base.

Printers should be familiar with deadlines, something the media breathes and lives through.  If you don’t meet their deadlines, you won’t make the news.

The press release has to be carefully crafted. Most media releases don’t see the light of day. That means you have to try to make it different so that it stands out.

If you are speaking to a reporter on the phone, speak slowly and clearly, keeping in mind that not all reporters have short hand. Remember that news, and the message you are giving across, has to be relevant to a number of people. Indeed, the more the better. If you can add a human element, you’re more likely to get the story up. People after all like to read, watch, and hear about people and the best news stories are always about people. Make sure the messages you are conveying are about people.

And bear in mind that the story will be seen by your customers, suppliers, employees, community, competitors and other stakeholders.

It is also important for the printer to get to know the journalist, news editor or chief of staff. These are the people that are handling the media release. You can then call them to learn what is happening to it. If they don’t see much value in it, ask them what it needs to grab their attention.

Practice what you are trying to get across. Make sure you are well prepared with the key messages that you wish the public to receive. Also, be truthful, regardless of how sensitive the matter is. The public is now more cynical and more likely to pick up spin, or when someone is not being straightforward or trying to cover something up.

Finally, there is the question of what’s off the record. There is no law governing that convention. Whatever you say during the interview can be attributed to you. Off the record statements have to be a private agreement between yourself and the journalist so it all comes down to how much you trust them, keeping in mind that their job is to inform the public what they have learned about your business.

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If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.  

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