Today in 2008, arguably the largest story in the news is the crisis facing Detroit's "Big Three" auto makers, General Motors, Chrysler and Ford. Each and every day, there are more stories developing about the situation facing all the companies - which have now banded together to test and get public funds as a bailout to the industry.
Although we will spend hours speaking about this issue, we shall instead turn our focus on how you, as your small business owner, can be in the news and join the conversation to really get your company some publicity. First, you have to figure out how you squeeze into this picture. Have you been a car dealer? A parts supplier? A secondary company that utilizes the health of the car companies and/or car workers? Where would you easily fit into? This is critical to then developing your "angle."
Next, simply put together a press release speaking about how this issue affects you. Here's the important part, though. You must locate a newsworthy angle, otherwise your opinion is merely an opinion - and definitely not news. So execute a poll, speak about some actual trends you're seeing, or include some stats about your historical sales compared to your projected sales given the outcomes of the bailout trend press wire. Reporters want to share stats with their readers or viewers. Look at your company's stats to see if any coincide with trends being discussed by the media.
If you have your release drafted, you would want to do some research on which reporters are doing stories with this topic. Perform a simple Google search to find these stories. On Google, click news at the very top to filter out 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 due to their future stories. Reporters are usually looking for a good quote.
John Sternal is a veteran public relations professional with more than 15 years experience serving clients in many different industries on both agency and corporate sides. John has caused members of the national media to produce stories that serve their readers/viewers in an endeavor to educate on topics that benefit his clients/employers.
John has already established the great opportunity to work on sets from sports marketing to natural gas pipelines, and high technology to the planet of automotive.
His experiences in PR span a wide range, 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 in addition has 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 during the 1997 Stanley Cup Finals. He was on the ice dealing with photo journalists during the Cup presentation facing a packed Joe Louis Arena.
Originally from Connecticut, John grew up 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 an interest, and enjoys researching fine wines from different parts of the world.
