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Who
Stepped Up
Please The Media: Many local newscasts have taken steps to improve their public image and to better connect with viewers. When a reporter calls your business to investigate a consumer complaint or to ask for help with a victim -- jump at the opportunity and please the media. The public relations will pay for itself tenfold.
WTKR-TV 3 in Hampton Roads recently ran, and reran, a story about a man and his bed-ridden mother who lost their home in a fire. The victim's positive attitude that he and his mother would be fine despite the tragedy made the story even more compelling.
As part of his story, the reporter called the nearby Golden Coral restaurant to ask if they'd be willing to provide some meals for the family until they were back on their feet. If Golden Coral said no, the reporter probably would have moved onto the next restaurant and asked the same question until he found someone who recognized a great public relations opportunity, or until he ran out of time.
Speed is the issue here. When the media is working on deadline (which is most of the time), there's no time for bureaucracy or a lengthy chain of command. The public relations plan has to already be in place and it needs to move like lighting when great opportunities arise.
Golden Coral did it right. As the reporter relayed their involvement in the story, the footage featured the Golden Coral sign and restaurant footage. Thousands of TV viewers and potential customers were exposed to this story. I was one of them, and it made an impact. It was a very kind gesture to a family in need, and it made Golden Coral into a hero.
These unexpected marketing opportunities are rare and can have a big impact on your corporate image. When you can swoop into thousands of living rooms, and also play a role in making the reporter and the TV station look good -- do it.
If a reporter called you today with a similar request, would you be able to respond quickly enough to make the news?
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