If the answer to any of these questions is yes – please read on.
I attended an event in London last week called Meet The Journalists – organised by Dan Martin of Enterprise Nation. You may well ask ‘why would a journalist want to meet other journalists?’ – in my case it was to make new contacts face to face but also to ensure my thinking about the national media and the advice I share with my clients is actually up-to-date and accurate. It was.
The event was attended by many small business people and PR people and it was sold out. What interested me was the behaviour of some of those who attended. First of all, when invited to ask questions – several people launched into a long pitch about their business. Often very desperately as if they had to speak at 100mph and share their long story in 30 seconds flat. This demonstrated to me they saw this as an opportunity to pitch, not to ask. Rather like the hard sale at a networking event and probably likely to yield the same result.
The next thing which interested me was the way in which a few small business owners wanted to whine and bleat at the journalists about how hard their lives are, how they try to get publicity but are ignored and how they don’t have time to make the effort to engage these journalists. There was a sense from some in the audience the journalists had some kind of ‘duty’ to tell their story. Again, this is a familiar ditty which I hear week in and week out. For me, it’s also a sign of a business which probably won’t last. It’s no good telling a journalist you haven’t got time – they aren’t interested. Listening and acting efficiently on the tips they share is one of the best ways to spend marketing time surely. Or hire someone to do it for you. Simple.
A third thing which really got my attention was the way in which a national journalist will decide if your business is worth more than a cursory glance. I know how the news agenda works – when in television day in an day out, a story was often not deemed newsworthy until it had appeared in a newspaper somewhere first. Personally I could never understand that – a good story is a good story. However it often worked that way.
Now, the journalists clearly have a pattern of research and – surprise, surprise – it’s very similar to anyone’s pattern of research.
In a national arena where they write about the biggest, the best, the richest, the worst, the least – they will not write about the mediocre. If a national journalist is interested at all in you, they will look you or your business up on the internet first. If your website is done by your cousin’s child and cost you 50p you are out straightaway. If there are no news stories already there about you to reinforce your credibility – you are at a huge disadvantage. If national or international profile is your goal – you have to be present in a way that can be found easily and quickly.
Finally, some national journalists positively want to hear from the little guy or the little gal but not every day and not on stories which are not of national interest. If you are hiring your first employee – that’s not going to cut it. If you are hiring that expert from Flog It!, that might get their attention. However, if they are writing about apprenticeships and you have hired your first apprentice – well, that’s a toe in straightaway. So my final piece of advice is this – keep on top of the news agenda every day and, if it fits you or your business, become part of the story by proactively letting them know that you are around – and you are available.