How to work with the media & the press to bring your business to 2.0?

DIY Public Relations for smart SMEs

Founder, Ideamart (S) Pte LtdFounder, Ardor LLPManaging Agent of Romancing Singapore (2005-2007)Spirit of Enterprise Award 2008 - Honouree

Let’s Get to Know Everyone “If you are featured on front page of

the biggest newspaper in your country, how do you want the headlines to be like?”

“If you have a photograph printed in the front page, what caption would you like to see?”

Get to know the media peopleGet to know the media peoplewho are important towho are important toyour program your program and “be-friend" themand “be-friend" them

Keep updated lists of all media people with whom you deal with

Send all material to the mediaSend all material to the mediain time to meet their deadlinesin time to meet their deadlines

GREATphotos

Be sure all information you useis accurate

Always tell the truth to the media. Always tell the truth to the media. If you can't tell the truth, don't talk and If you can't tell the truth, don't talk and don't get caught "not talking" or don't get caught "not talking" or saying "no comment."saying "no comment."

Admit you don't knowthe answer to a question, andArrange to get the required information, or Refer them to someone who can answer the question

Be "low key" not "hard sell"Be "low key" not "hard sell"in your media relationsin your media relations

Realize that you have Realize that you have no control over no control over

the content, the content, format, timing, format, timing,

or size/time or size/time of PR messagesof PR messages

Always return reporters' calls promptlyAlways return reporters' calls promptly

Keep your word whenKeep your word whenyou promise to giveyou promise to giveyour story exclusivelyyour story exclusivelyto a reporterto a reporter

Keep your sound bites under 30 Keep your sound bites under 30 seconds.seconds.

When a feature is turned down,try pitching elsewhere

When a feature is used, When a feature is used, rework it with a new angle and rework it with a new angle and

try to place it with another media/press.try to place it with another media/press.

Use photography or visuals to enhanceUse photography or visuals to enhancethe possibility of a story being run.the possibility of a story being run.

Be sure a "cut line" or caption Be sure a "cut line" or caption with with

every photo or graphic you every photo or graphic you releaserelease

If you are misquoted, If you are misquoted, don't hesitate to let the media don't hesitate to let the media

know and know and suggest they run a retractionsuggest they run a retraction

Do not say anything to the Do not say anything to the media media

"off-the-record""off-the-record"

Do not be a pest by repeatedly Do not be a pest by repeatedly calling the media to see if calling the media to see if

your story has been acceptedyour story has been accepted