Right now in 2008, arguably the greatest story in the headlines is the crisis facing Detroit's "Big Three" auto makers, General Motors, Chrysler and Ford. Every single day, there are more stories developing about the specific situation facing all the companies - which have now banded together to try and get public funds as a bailout to the industry.
Although we will spend hours speaing frankly about this dilemma, we will instead turn our focus on how you, as your small business owner, can enter the headlines and join the conversation to truly get your company some publicity. First, you have to figure out how you squeeze into this picture. Are you a car dealer? A parts supplier? A second company that relies on the health of the vehicle companies and/or car workers? Where do you easily fit in? That is critical to then developing your "angle."
Next, in other words together a press release speaing frankly about how this dilemma affects you. Here's the important part, though. You have to find a newsworthy angle, otherwise your opinion is simply an opinion - and certainly not news. So do a poll, discuss some actual trends you're seeing, or include some stats about your historical sales compared to your projected sales given the outcome of the bailout trend press wire. Reporters want to generally share 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 which reporters are doing stories with this topic. Do a simple Google search to find 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 significantly more than happy to be always a quotable resource because of their future stories. Reporters are usually looking for a good quote.
John Sternal is a veteran public relations professional with increased than 15 years experience serving clients in a variety of 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 fantastic possibility to work on from sports marketing to natural gas pipelines, and high technology to the world of automotive.
His experiences in PR span a wide selection, including media relations, spokesperson duties, media training, corporate communications, event management, and strategic thought leadership. John has written many articles that have been published in magazines and newspapers around the world, and he has additionally 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 through the 1997 Stanley Cup Finals. He was on the ice working with photo journalists through the Cup presentation before 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 take up sailing as a spare time activity, and enjoys researching fine wines from different elements of the world.
