1. Educate your staff on what news entails and how to evaluate news value. Then, create an internal “story idea” generation system that encourages your staff to regularly identify and communicate newsworthy information to the PR point person.
2. Develop and nurture relationships with community and trade journalists who cover stories about your industry and market segment. Learn a reporter’s likes and dislikes, style and preferred communication methods. Keep up with editorial calendars, which identify topics or themes for various editions, issues or news segments. Find those editorial calendar topics that relate to your business and contact the appropriate journalist with a story angle that can include your company.
3. Keep up with national and industry news. Craft a “local angle” on national and/or industry news to leverage local press opportunities.
4. Use R&D (Rip-off and Duplicate). Read trade journals to keep abreast of industry trends, ideas, etc. When you find an issue that you can speak to – develop a press release to communicate your expertise and positioning. Reporters don’t have time to keep up with all the details of your industry — do the homework for them.
5. Address community or industry issues when they impact your business.
6. Create or get involved in community and association events that can provide added exposure for your company.
7. Keep up with award opportunities and events. Selectively participate for added visibility.
8. Be an active liaison between your internal and external publics.
9. Think of yourself as a partner to interested reporters. Keep in mind that you are the expert and can be a valuable source of information for a journalist working on deadline.
10. Be a good storyteller — use analogies to explain complex ideas, use humor when appropriate and stay focused on the most important points. Ultimately, business stories are human-interest stories and every reporter is looking for a good story. Your job is to tell your story accurately in an interesting and concise manner.
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