News

If you're like me, you've probably wanted to stop tuning into the news. Why ruin a perfectly nice November day worrying about what to do if stocks continue to dive or the credit taps run dry?

Now consider how your employees feel. Business owners crave challenges, and they constantly think about the future. You may be confident in your ability to weather the storm, but it's likely they're feeling far less certain.

Entrepreneurs are naturals at building a vision for their company — in their head. But they often neglect to share this vision with their own staff. Regular, effective employee communication, however, is critical, especially in times like this. Small businesses depend on dedicated, hard-working people to succeed, and nothing kills their motivation faster than unfounded rumours or a sense that the company lacks direction. Here are some ways to get started.

Prepare. By now readers of my column know that they should never, ever walk into media interview unprepared. The same rule applies to internal meetings.

In some ways, it's easier. You work at the same place they do and likely already know what questions people will ask. So be ready to handle them. Think of the key messages you want staff to walk away with, and tailor your speaking points accordingly. If there is troubling news to share, don't sugar-coat it, but do include the action plan for resolving it, and emphasize everyone's role in that process.

Preparation also leads to consistency, which is critical. If employees hear different things at different times, they may stop listening to you altogether.

Stand and Deliver. Approach your outreach as you would an interview with a reporter. That is, aim for face to face meetings whenever possible. These are the most effective, as staff can see up close how you are reacting to pressing issues — something they will take their cue from. Then do regular follow-ups by e-mail and provide updates on action items, in particular progress toward company goals. And remember: stick to your key messages.

Practice. If recent election coverage has proved anything, it's that you never, ever want to be caught off-guard when you're under the spotlight. Expecting tough questions?

Rehearse your answers. Whether talking to a reporter or an employee, it always pays to be prepared.

Handling a crisis. Unfortunately, business owners sometimes have no choice but to share very bad news, such as layoffs, the loss of a big client, or other grim finance issues. In this case, it's best to follow the best practices I'd recommend to companies going through a crisis. First, address the issue as quickly as possible, so as to nip misinformation in the bud, and provide frequent updates. Next, be honest, but also discuss what's being done to address or alleviate the issue. Then open the door for questions and feedback, and keep it open.

Do not attempt to dodge or "spin" the news. Instead, demonstrate that nothing is being held back, and that everyone is being kept in the loop. People may not like what they hear, but they will know where they stand.

As much as we may want to bury our heads in our business when times get tough, that approach will only create more problems down the road. By starting an effective internal communications strategy now, entrepreneurs reap the rewards of staff who remain motivated regardless of business conditions.

Mia Wedgbury is president and co-founder of High Road Communications, Canada's largest PR agency focused on technology and digital lifestyle. Mia speaks regularly about key trends in the communications industry and how to effectively connect businesses to the media and online audiences that matter. Her PR column is updated every second week. She can be reached at mwedgbury@highroad.com or to find out more about Mia's work (or company),www.highroad.com.

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Need a good laugh? Pull up a search engine and type in "bad web sites". Then sit back and browse through some of the truly absurd online creations.

These sites are funny because they're way over the top in their badness. But how do we define a website that's "bad" in an everyday sense? That can be harder to pin down. Usually it stems from a sense of growing frustration as you browse it. Perhaps the site is difficult to navigate, contains a lot of outdated material or broken links, or simply offers no helpful information.

But some sites manage to avoid all the obvious pitfalls and still leave users feeling unsatisfied. One reason for this could be a lack of storytelling. Many business owners often let facts, figures and a well-intentioned sales pitch get in the way of what their product or service actually does for people — in other words, their story. PR is all about storytelling and making sure these stories are relevant to your audience. A website that fails to engage your audience on an emotional level, no matter how stylish or inviting it may appear, will fail to connect with your audience and do little to encourage growth.

Here are three common online missteps, and some tips on how to avoid them.

This sounds familiar...

Your homepage is valuable real estate, so don't litter it with language or clichés that your competitors use. You may indeed have a strong commitment to customer service, be the best at what you do, and employ a team that's the most talented in the industry. The problem is that virtually every other business owner in Canada feels the same way. If any clichés do grace your homepage, it's time for a makeover. Think of how passionate you are about your business, and of the language you use when talking about it friends, family or potential customers. What really sets you apart from your competition? Brainstorm, write down phrases as they come to you and then weave them into your copy. And remember when it comes to writing for the Web, less is definitely more.

Is that really what you do?

Many small businesses like to set themselves apart based on their expertise. A florist may have access to hard-to-find flowers, while a professional landscaper may have gone above and beyond with level of education and training. But ask yourself — is that what customers want to hear?

I work with a lot of technology companies, and all of them are eager to talk about how technically advanced their software is and the amount of brainpower they have on staff. But what their customers want to hear is how a nagging difficulty or challenge they face each day will be solved by their product or service. Simply put, they need to hear how their life will be made easier.

With this thinking in mind, the landscaper might want to focus on how they can transform a rock-filled yard into a dream playground for children, while a florist may talk about how they can get a bouquet for any occasion at your front door within the hour. Show them how you can solve problems, and your audience is more likely to feel the connection.

Word of mouth works

In previous columns I've talked about the value of customer endorsements. If you have them — and if not, you should get them - be sure to use them prominently. For some that may mean posting recent media coverage or favourable reviews, for others it might mean listing a series of client thank-you letters for a job well done. A brief selection of powerful endorsements will help strengthen your story without any additional effort on your part, and they carry far more weight with your audience.

True, there's more to an effective website than how it communicates to viewers. But by tailoring your message to your audience and ensuring that it truly speaks to them, you'll help build an effective front door to your business that new customers are more likely to walk through.

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You're more powerful than you think: How to take a shortcut to your next headline

I'll let you in on a little secret. You — and millions of other small business owners across Canada - are a hot commodity. And you should be taking advantage of it.

Small businesses may have some things in common, but for the most part you're a diverse and hard-to-pin-down group. You're also quite lucrative, given your collective spending power. That's why product marketers spend countless hours trying to understand what makes you tick, and why your opinions - and more important, your endorsements - are so valuable. Marketers know that in the small business community, referrals and word of mouth are everything.

Clearly, you are in the driver's seat. So why not take advantage of that fact, and generate some free publicity for your company along the way? Here are some things you can do to help tap into these hidden opportunities.

Go Test Driving. Any company trying to sell a product or service needs customer endorsements. To get them they'll often make a product or service available for testing ahead of its release. In return, they'll usually ask the tester for a written statement, and to make themselves available for media interviews.

For example, a retailer might be asked to install a new advanced theft detection system, on the condition that they're willing to share their experiences in marketing and media material.

PR professionals often coordinate these sneak peek programs, and I've overseen my share. Frankly I'm always surprised by the number of candidates who decline to take part. Testing typically involves minimal effort and provides access to a useful tool or service at no cost. More important, it's a gateway to media coverage that would otherwise to hard to get. That experience with a theft detection device could be useful material for a reporter who is investigating the product for an industry publication or, more likely, working on a retail or security feature story for a magazine or newspaper.

So if you use a tool or service today that you feel is invaluable to your business — be it a payment processing system, a new drill or even a brand of coffee - tell your supplier. Write them an email, blog about it, draft a letter — but let them know. You might also try contacting the company's PR representatives directly. Trust me, they'll be happy to hear from you, since it can be difficult to secure customers to speak on behalf of their client.

Make Yourself Heard. At risk of sounding like a broken record, I'll say once again that blogging is a perfect, low-cost way to get yourself on the publicity radar. If you write (or speak) authoritatively and regularly on some aspect of running a small businesses, then you greatly increase the odds of being recognized as an expert, and being approached to get involved in reviewing a relevant product or service. It doesn't stop there. Companies are recognizing the value of generating buzz in the community, which means you may be asked to guest blog on behalf of the supplier, invited to join a podcast or even asked to be a speaker at a sponsored event, as companies seek to make inroads with your own audience.

Go Direct. Often companies will approach industry or professional associations to find willing customers. If you belong to one, let their marketing or PR person know that you're willing to be included. Easier still, send the company a note directly. Some are so starved for endorsements that even a quick email or letter outlining why you find a product or service so useful may be enough to prompt the company to get you involved in future marketing campaigns.

You're all experts in what you do best — running a small business. Agreeing to share a little of that know-how can help you cultivate relationships with your suppliers, reporters and, best of all, your customers.

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What are they saying about you?: How to make sure the right message gets out

One company attracting a lot of attention these days is Comcast, the U.S. cable, Internet and phone giant.

The company was growing concerned by the many "tales of woe" disgruntled users were leaving on various blogs, newsgroups and other postings around the Web. So Comcast overhauled its approach to customer service. Instead of relying on its reactive call center, the company began proactively monitoring the Web in search of unhappy users. Today, someone who publicly posts an issue with Comcast may be approached minutes later with a response from a service rep offering to assist or provide resolution.

The result? Comcast has earned respect from critics in the blogosphere and has is being hailed by some for making a unique attempt to find a solution online, where its customers work and play. Comcast's lesson applies equally well to small businesses. Public relations, which is really about communicating with key audiences, is transcending traditional media. Today bloggers and social networks are often just as influential and widely read — even more so in many circles — than newspapers and magazines. The reason is simple: these forums allow people to speak to their core audience directly and in a way that's personal and customized.

The opportunity for small businesses to open a direct and powerful channel to their customer is clear. Here are some ways to harness the power of online communities to help strengthen or protect your brand.

Start a blog or podcast. This is among the easiest and most effective things a business owner can do. As I mentioned in a previous column, blogs and podcasts put a human face on a company. But remember the key is to write about topics that are personally or professionally relevant and that offer readers a takeaway, whether it's how to keep a garden growing, a car running smoothly or make renovations a breeze. Doing so is a great chance to show off your expertise in your industry. Blogs tend to grow through word of mouth, and they can help businesses grow a loyal following, strengthen a brand or reputation and facilitate two-way conversations with customers.

Establish a personality. The number of Canadian Facebook subscribers jumped nearly 350% from April 2007 to April 2008. Clearly, people of all ages and backgrounds are flocking to the Web to socialize, share photos and chat with friends. And Facebook is only one of the many free online communities available. Originally intended as social tools, these networks can also open the door for business owners to deepen their relationships with peers, customers and partners. Those who are new to the world of digital connections should feel encouraged to register an account and slowly build a contact list. Veteran social networkers may wish start a group relevant to their business or industry, which enables them to send regular updates regarding products or services.

Listen in. A big part of engaging online is not just talking, it's also about listening to what others are saying about your industry, or even about you. Most commonly used email programs will let you subscribe to feeds, or you can take advantage of online RSS readers from MSN, Yahoo or Google. These feeds enable you to be instantly notified when a pre-determined phrase or topic appears on a particular web site or blog. When it appears, an email with the link is sent a part of the feed. RSS feeds provide a great way to keep on top of industry conversations, trends in the media, and make it easy to reply to relevant blog posts.

For those interested in engaging with particularly web-savvy audience, it may be worthwhile to set up a Twitter account. This free and increasingly popular online platform that lets people distribute brief updates on what they're doing, reading or thinking in real-time. By building a community of friends and peers on Twitter, you'll be able to witness relevant discussions as they happen and respond to queries and recommendations immediately - something increasingly expected by younger consumers.

Developing an integrated online connections plan can potentially be a low-cost and rewarding approach to establishing or extending your brand. By building on expertise and leveraging existing connections, business owners may soon find themselves with access to a much larger, more engaged audience.

Whenever I discuss PR with small business owners, the conversation inevitably turns to advertising. In the minds of most entrepreneurs PR and advertising represent an "either-or" scenario. They'll tell me that PR sounds interesting but that they're currently spending their marketing budget on ads. Or, they'll ask, why bother trying to get media exposure when I can pay for an ad and control its placement and run time?

These are valid questions, and maybe you've asked them yourself. But although both are designed to raise business profiles, advertising and PR are indeed very different. They do, however, fall under the marketing umbrella and as such are not necessarily in competition. Each has a role to play. The key for small businesses is in understanding which tool it needs most and at which stage, and which provides the most value for the money.

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Advertising vs. PR: Push or pull?

Whenever I discuss PR with small business owners, the conversation inevitably turns to advertising. In the minds of most entrepreneurs PR and advertising represent an "either-or" scenario. They'll tell me that PR sounds interesting but that they're currently spending their marketing budget on ads. Or, they'll ask, why bother trying to get media exposure when I can pay for an ad and control its placement and run time?

These are valid questions, and maybe you've asked them yourself. But although both are designed to raise business profiles, advertising and PR are indeed very different. They do, however, fall under the marketing umbrella and as such are not necessarily in competition. Each has a role to play. The key for small businesses is in understanding which tool it needs most and at which stage, and which provides the most value for the money.

Pushing and Pulling

Did you read a newspaper or catch the news on TV yesterday? Then ask yourself two questions: What were the top stories? And what ads do you recall seeing? Most will have no trouble answering question one, but question two may be a lot more problematic.

Therein lays the first difference between ads and PR. Advertisements are by nature "pushed" to people. It's not by accident that the sides of buildings, highways, magazines and TV are filled with ads — after all, that's where the people are. But few people start their day with a goal to read ads. Most, however, do surf the web, listen to the radio or watch TV to get informed or be entertained. They're "pulled" to media and actively seek it out.

Ads are an effective way to tell people that you're there. A florist, for example, depends on ads to drive local orders. PR is far more personal in nature — it allows people to learn more about a company and the personalities of the people behind them. It also has the potential for far greater reach. If that same florist is profiled in a newspaper feature about Mother's Day for example, the results will be read by a broad audience. And because people choose to read it, PR offers a higher level of credibility.

Consider the Investment

There are many inexpensive advertising options for small businesses, such as buying space in a local paper, banner or search ads, or being included in a relevant online listing. Ads or placements in larger media properties like national magazines, dailies or television are typically far more expensive, often too costly for many small businesses to consider.

That's why in some cases the return on investment on a media pitch can exceed that of advertising.

Although the cost of PR can vary widely, as we've seen in my past columns most small business owners already have the resources they need to pull together a press release and a photo to kick-start a process that could see their product launch or store opening appear in a story that thousands of people will see. It could be as simple as a few hours or writing and research and a couple of phone calls.

Speak to your audience

Like most businesses, you probably have an ideal customer demographic. A children's clothing store will be interested in soccer moms, while an indie music store won't care if anyone over the age of 30 walks through the door. Ads are a great way to get in front of a specific audience, but they're limited in their ability to build a connection with them.

That same indie music store, for example, could run an ad in a student newspaper. But what if someone on staff was quoted in a music magazine about downloading or what's hot on the indie charts? The latter helps build personality and credibility with the audience in a way that an ad can't.

Again, ads and PR both have an important role to play in any marketing campaign. But it's rarely a good idea to do one in favour of the other. When combined into a single strategy the two can help a small businesses build the kind of profile that gets results.

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The right PR: Three ways to find help

In my last column I looked at when a growing business should consider seeking outside PR help. It's a big decision that should factor in industry trends, your specific expertise and the size of your company.

For those who feel the time has come, the next step is finding the right kind of support. There are many options available so doing your homework is critical. Just remember to keep an open mind. In my experience entrepreneurs have lots of experience driving hard bargains with suppliers or partners. But while budget is important, looking for PR support is about more than just price. It's about managing your brand and reputation, and there's virtually nothing more valuable to a thriving small business.

Here are some things to keep in mind to help you find the right fit.

Short term or long haul? The first question to ask yourself is what you want to accomplish. Deciding this up front will help you save time later. For aggressive companies in high-profile industries the competition for eyes and ears will be intense, so taking a long-term approach is probably best. This kind of effort will take time to ramp up as your new support person gets to know your objectives, builds an effective strategy and puts it into action. It also ensures more consistent results over time.

Depending on your budget, the best solution in this case may be to hire a dedicated, in-house media expert or to engage the services of a specialist PR agency. Both can help you create a long-term strategy that's flexible enough to handle changing industry trends.

Alternatively, if you're more concerned with launching a new product or service, or sharing your expertise in front of a particular audience, one or more short-term projects is likely more effective. In this case a PR freelancer working on casual or part-time basis might be a better fit — and more cost effective.

Do your own interview. Once you've answered this question it's time to start making outreach. Referrals are a great way to get started — check with friends or colleagues and see if they have had a good experience with someone. Another great resource is the Canadian Public Relations Society (www.cprs.ca), a national association of PR practitioners who adhere to industry standard practices.

Next, start preparing your own list of questions to help build a shortlist of candidates. Some important things to consider: does the person or agency have a proven track record? And are they up-to-date on the constantly fluctuating media landscape? Ask for examples of recent work and speak to a few client references to get some insight into this.

Next, determine if they have they worked with a company of your size and focus. And find out if they focused primarily on so-called traditional media, like newspapers, magazines and TV, or if they also have an online or social media expertise. If you regularly blog or can't enough of Facebook and want to plug into that community, a good PR practitioner should be able to help you do this.

And remember that chemistry is crucial — a long-term branding relationship, no matter how good it looks on paper, will be difficult to maintain if personalities and cultures don't mesh.

The dotted line. Once you've selected a candidate, it's time to get down to details. Be ready to negotiate a billing structure that works for you. Agencies and freelancers have many ways to charge for their services — everything from monthly retainer fees, hourly rates, or on a per-project basis. Make sure you work out a billing system that fits with your budget and comfort level.

Then be prepared to work as part of a team. Telling your story is only worthwhile when you target audience is reading it, and size is not always important. Your PR person will work with you to identify realistic media outlets that play on the strengths of your business and your story. But they also need your regular input — you're still the subject matter expert, so share as much as possible with them. Often it's the little things that may seem inconsequential to you that end up being great hooks for a story.

Finally, keep in mind that PR cannot be measured by traditional means, so be sure to agree at the outset what defines success.

By doing your due diligence, asking the right questions and being realistic in your goals, small businesses can quickly develop a beneficial and rewarding relationship with a PR practitioner that will pay dividends for years to come.

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Knowing when to invest in PR: Three hints that you need help

In previous columns I've shown how small business owners can raise their profile and engage with reporters. Usually entrepreneurs have to work to get in the spotlight.

But this is not true for all businesses. Some entrepreneurs start with aggressive growth plans in their back pockets and work hard to grow their companies into something much bigger. Other owners find themselves on an unexpected path to growth when their industry suddenly becomes white hot.

This is when a business has to make some decisions — including whether or not to hire a communications specialist or media relations agency.

The trick is knowing when it's time. I'm often approached by small firms seeking media exposure who just aren't ready. But at what point does it make sense to seek help? Here are some signs to watch for.

You're growing fast- and attracting attention. My firm recently worked with an energy company that was founded in January 2007. At that time it had three employees, including the president. Today it has more than 100 and now finds itself about to embark on a massive marketing and advertising campaign. The president always planned to grow the firm, but an unexpected tax rebate program led to incredible demand for his services. Energy is a hot topic and, sure enough, reporters were also suddenly interested.

The bigger your company is the more reporters are likely to proactively seek you out as they do research for their stories. For companies about to break through to the next level, working with media becomes something you have to consider on a daily basis. A dedicated PR resource can help businesses focus on what they do best — growing the business — at a crucial time, without having to put media relations on the backburner.

Your influence isn't recognized. This is particularly common in industries that thrive on research, such as high tech or medicine, where discoveries and innovation can quickly lead to big things. But it can apply anywhere.

Imagine you're driving to an appointment when something on the radio catches your ear, and you reach down and turn up the volume. It's a business story on an issue you're an expert in. As the story moves along and the various experts get their soundbites you realize that a piece of the story is missing or is somehow being inadequately portrayed. Or perhaps you have a unique perspective to lend that's not even being considered.

Unfortunately, short of writing a letter to the editor, there's isn't much that can be done after the fact. The story is told, impressions have been made and your expertise will go unshared.

When your company can change the way the game is played in your industry — a cure for spam, for instance, or a unique dating service — and no one knows about it, then it may be time to look for PR help.

A dedicated communications person or specialist agency can work with you on telling your story in such a way that reporters understand that you have a unique story to tell, and that any story on your industry should contain your insight. They'll help you move away from one-off opportunities, and help build sustained relationships with a broad cross section of reporters.

You're a victim of circumstance. Every once in a while an investigative story gets widespread media attention. Recent examples include exposes on shady puppy mills, immigration lawyers or lottery ticket dealers. Problem is, you've been running a fair and clean business and now find yourself tarnished by the unsavoury actions of others. You may even be eager to "set the record straight" on behalf of the industry. Few small businesses have the resources in-house to do this on their own, so in these cases it may make sense to turn out outside help, even if on a temporary or casual basis. The right PR resource can help make sure people don't paint you with the same brush and show how to get your message clearly in front of the right audience.

In my next column, I'll talk about what to look for when searching for dedicated help — what questions you need to ask, and how to determine if they're the right fit for you.

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Getting noticed: You're never too small

Something I hear time and again from small business owners is that they're simply too small or not interesting enough to attract attention from reporters. Although they agree that getting print or broadcast exposure would be a great opportunity for their company, the consensus is that it is not realistic for a company of their size.

Not only is this not true, it also shows how easy it is to confuse news with coverage. When major news outlets cover stories like the latest revenue postings from the Big 5 banks, or the state of the auto industry, they absolutely focus on the world's largest and best-known companies; those whose fortunes affect the greatest number of people. That's the nature of the news industry.

But getting coverage is not always about making news on that scale. Newspapers, trade magazines, business and consumer publications, and even television all have room for so-called "soft" stories — the features, profiles and how-to articles that require quotes from experts to be credible. This is a different playing field, one where small business owners are just as qualified as anyone to be included.

Finding these opportunities, and knowing how to make them work for you, can help even the smallest company get a headline. Here are some ways to get started:

Right place, right time. News trends come and go. Some last only days, like reaction to the results of a national survey or to controversial comments from an industry or political leader. But others endure — for example, the green movement, the ongoing concern in Canada around healthcare or the seemingly endless saga of Britney Spears. Stories like these transcend the daily news cycle and become the focus for countless, longer-term articles.

Now look at your business with this in mind — does it operate in an industry that's related to a hot topic, or that's a key concern for Canadians? I've seen stories on small businesses that recycle small cars (environment), offer curbside bike repair services for cyclists (commuting) or that operate an organic home-food delivery services (health). The people who run these companies are all experts in their field, and are the kind of people reporters want to talk to lend insight to their stories.

In previous columns I've provided suggestions on how to contact reporters. Research a few that cover trends related to your industry and send some background about your company, with a focus on how it ties into a current trend. Then let them know what areas you can speak to.

Offbeat is good. Although I read about it years ago, I can still vividly remember a story about a husband and wife team who specialize in cleaning up crime scenes. It was strange and something I'd never considered - in other words, a perfect story for any media outlet. Others come to mind, such as a recent article about two retired Canadian Forces pilots who formed a business venture and who travel the world, offering to engage in aerial dogfights with air force pilots in need of training. I even saw a TV spot about a woman who has built a business cleaning and disinfecting cubicle workspaces.

Reporters are people too, and interesting stories are sure to catch their attention. So look at your operations and determine if anything stands out. It could be something from your background, or a story about how the business came together. Or maybe you have something valuable to teach others. It doesn't have to be big — just interesting. Once you've decided what that is, identify an outlet that looks appropriate and share your story.

Be heard. One of the many ways reporters find experts to interview is to scan who's speaking at a related seminar or conference. Many conference organizers are in need of speakers or session leaders, and these events often attract attention from media outlets in search of a story.

Once you've secured a speaking spot, let a reporter know that you'll be there. You can invite them to attend or offer to do an interview on the topic in question. Regardless, it's a great way of building your reputation, and that of your business.

No matter which approach works best for you, remember, getting coverage is not just for the big companies. Ultimately, as I've said before, reporters want good stories. And the good news is that you already have them — you just need to take steps to make sure reporters know them too.

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How not to conduct an interview: Learn from the pros

One of the best ways to show people how to successfully conduct a media interview is to show them how not to. That's why I keep a laptop full of clips in my office, each showing an executive either completely shutting down when the cameras switch on, succumbing to nerves and sharing their company's secrets or, worse, suddenly losing it on some bewildered reporter (live, on air) in response to a perceived slight or negative insinuation.

Though these incidents may only last a few seconds, their impact can endure for year—check out YouTube if you don't believe me. But a bad interview doesn't require something so dramatic to occur—cameras and tape recorders have a way of zeroing in on even the slightest piece of negativity. The way you perceive yourself and your business may not necessarily appear that way in print or broadcast if you don't approach the interview as something that requires adequate preparation and the right attitude.

While I can't show you actual clips, I can offer examples of high-profile figures who have developed a media personality, and highlight how their approach to media is closely tied to their public image.

Go on the offensive: Even before the onset of his U.S. legal troubles and all the negative press it generated it was clear Conrad Black had little love for the media. Although he was — and continues to be — a genuinely interesting figure, even in his most successful years he left an impression of someone who is angry and impatient. It's likely this suited him just fine, but this image would be difficult for Black to recast without first changing his approach to the media. His career demonstrates how easily personality and attitude can eclipse the story.

The lesson for small businesses is this — it pays to approach reporters with enthusiasm and confidence. Remember that each interview represents an opportunity to tell your company's story and raise your profile — and that can only be enhanced by a positive attitude. Don't squander these precious minutes by letting emotion get in the way of your story.

Personality first. Next, consider Richard Branson, flamboyant chairman of the Virgin Group of companies. Branson loves being in the spotlight, and he never wastes an opportunity to get himself on camera—usually through creative, pre-planned stunts that attract a great deal of media interest. The result is that Branson has cultivated an image of a happy-go-lucky, new age executive who's unconcerned with the trivialities of day-to-day business. Given the strength of the Virgin brand, he can get away with this. But small business owners would be wise to avoid trying to rely on flash and dazzle to tell their story.

Remember that behind the veneer Branson is just like any other business leader; he has objectives to meet and is tasked, first and foremost, with driving a healthy profit. He has consciously chosen to not be portrayed that way through the media as part of a larger strategy to build a certain image for the Virgin brand.

The lesson for small businesses — by all means be interesting and engaging, and if there's something particularly compelling about you that's unrelated to your business, feel free to share. But an interview with a reporter is not a friendly chat nor is it a sales pitch — it's a transaction of information. Trying too hard to impress can easily backfire. Instead, make sure to prepare and keep your key business messages foremost in your mind to make sure it's your company, and not you, that becomes the focus of the story.

Stay quiet. A third approach often adopted is silence. To cite a recent example, consider the case of major league baseball pitcher Roger Clemens. He was recently cited in a report as one of a number of baseball players who uses steroids — a shocking allegation that threatened his reputation as one of game's greats.

Clemens initially said nothing in public. And he continued saying nothing until weeks later, when he finally — and furiously — denied the allegations on 60 Minutes. The problem is by not immediately telling his side of the story he allowed others to tell it for him. By the time he chose to respond he was forced to be on the defensive and try to overcome the perception that he was already proven guilty.

The lesson for small business—if there's an issue that needs to be clarified, don't keep quiet out of fear. Step in and set the record straight. If you have nothing to hide, then you have nothing to be afraid of. Failing to do so could result in a reputation tarnished through inaction. It also demonstrates yet again the need to adequately prepare for interviews in advance. This way, you'll be ready to talk if and when circumstances suddenly put you or your industry in the spotlight.

Keeping these examples in mind, start making a habit of studying how politicians, business leaders or celebrities handle themselves on camera. Then think about what impression you're left with after they're done speaking. Doing so can help you fine-tune your message and provide helpful examples of how to conduct yourself the next time a tape recorder is turned on.

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The biggest PR blunders: Three ways to avoid them

What do politicians, professional sports teams and publicly held companies have in common? They're all targets of speculation and rumours. Some rumours are based on fact, while others are entirely made up. Regardless, they're all in the spotlight, and that generates intense public interest.

One common way rumours take flight is when well-meaning insiders with a limited view of a situation speak from authority to the media. This isn't malicious — an employee may just be trying to help, or get useful information across to a reporter. But the end result is the same. Misinformation, improper context or personal opinions are shared and then the rumours begin.

Banning media interviews altogether—a common reaction—is not the answer. It doesn't make sense to abandon one of the most effective communication tools over potential for risk. Instead, the right response is to come up with a consistent communication policy that ensures the public gets an accurate and fair portrayal of a company's workings but also minimizes the chance that someone in your organization will inadvertently misrepresent the facts.

Don't think this applies to a small business? Think again. Ask yourself this—do you or anyone on your team attend or speak at industry events or association meetings? Do you operate in an industry that's currently in the media spotlight (think energy, environment, retail and manufacturing)? Does anyone on your staff have a blog? If so, anyone in your organization could easily be approached by a reporter looking for a quote from an expert.

By taking the right steps now, you can avoid the three types of interviews you should never give and provide a consistent and easy-to-follow communication plan.

The "wing it" approach. Improvising might be easy for an entrepreneur who built a business from the ground up, but can the same be said for everyone on your team? Imagine you're a small retailer and a TV reporter appears out of the blue, asking a part-time cashier to speak on the health of your business in light of the rising Canadian dollar. Is she free to offer her insight on the record? More important — does she even have that insight to give? Likely, it's better for her to call you or refer to someone more senior who has more experience and can provide the proper business and industry context.

So don't wait; identify now who can effectively speak for the company, put it in writing and make it accessible to everyone on staff. They'll know who to turn to when a reporter calls.

The "sell hard" approach. Once you determine who can speak on behalf of your company, make sure you come up with the all-important key messages. Have ready answers for these three main questions — what does your company do, how does that help customers, and what sets you apart from competitors?

Many small clients I've worked with are often tempted to take a shortcut and turn to their customer sales pitch when presented with a media opportunity. On one occasion a small software maker went so far as to call out competitors and critique their pricing during an interview - all things the reporter didn't ask for, but which may have them calling your competitor for a chance to respond.

Remember, reporters aren't customers—you're not trying to sell product, you're demonstrating your thought leadership. Chances are that's why they turned to you in the first place. To smooth the preparation process and help organize everyone's thoughts, prepare a document now that your spokespeople can use during an interview. Make sure it outlines what makes your company interesting and unique, and update it regularly.

Flying under the radar. A communication policy should also outline what to do when a reporter does call. Clearly outline protocol, including who to contact and who the in-house subject matter experts are. Remember, you never want to hear about a media interview after they've taken place—make sure staff know that interview requests should be flagged immediately to determine who best can speak to the topic. This will not only help minimize confusion, it will ensure you don't waste a reporter's time by not being able to answer questions and ruin a potentially valuable relationship.

Few small businesses will ever face the level of public scrutiny seen on Parliament Hill or Bay Street. That said, small businesses rely on word-of-mouth and reputation to market their brand. With limited resources at their disposal, it's difficult for them to correct misperceptions once they're made public. Taking steps now to craft a communication policy and identify spokespeople will make sure your company is taken seriously by reporters when the time comes for you to enter the spotlight, and make sure you deal only in facts.

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What's hot and what's not

Do the names Perez Hilton and Gossip Girl mean anything to you? If yes, then you're probably in your mid-thirties or younger and already know that Perez Hilton is a Hollywood gossip blogger and that Gossip Girl is a popular TV show about the life of a celebrity blogger.

If, on the other hand, your business roots go back to the days when "the books" were literally books, you likely have heard of blogging, but may not have given it much thought.

So here's some background. Blogs, short for web logs, are like your own personal online diary, outlining your views and opinions on a publicly available web page. They're easy to create and extremely popular — according to a July Ipsos study, one in three Canadian Internet users said they have visited a blog.

More important, nine of 10 businesses surveyed by Blog World Expo said blogs will become more important over the next five years. This comes as no surprise; the world of public relations now encompasses all forms of social media. Blogging in particular can be a great way to get your company's message out at virtually no cost. All you need is a PC and an Internet connection.

Blogs are particularly useful for busy entrepreneurs who don't have much time to network. Putting your digital flag in the ground can bring your audience and influencers to your doorstep. Done right, it can even be a pipeline to new customers.

Notice that I said done right — with an estimated 12 million blogs (and more added each day) to choose from, if visitors don't like what they see and flip past your station, they won't come back. With that in mind, here are some key "dos and don'ts" when it comes to blogging and its impact on your overall PR strategy:

DON'T blog if you're audience isn't likely to go online in search of your product of service to begin with, or if there isn't already an active Web community to draw upon. I know lots of small Web design firms who tend to emphasize their blogs over their actual corporate sites — for some, they're really one and the same. Designers emphasize blogs because those who do it and pay for it tend to be tech-savvy. Blogs allow potential clients to get a better sense of their design philosophy and personality, and assurances that they're "plugged in". This is probably less important for a small manufacturer or construction company.

DO post something every day if possible, or several times a week at least. Effective blogs are updated regularly and always have something fresh to say. If someone stumbles upon your blog and sees that it's been three months since you last posted, they won't stick around. And they won't come back.

DON'T write about topics that aren't personally or professionally relevant or that don't offer a takeaway. In fact, this is a great chance to show off your expertise. Blogs tend to grow through word of mouth, and they can help authors quickly forge a reputation. A wine shop owner, for example, may write reviews of new wines or wine books, suggest food pairings, or even blog about trips to vineyards. This is the kind of objective information wine-lovers seek, and if you provide it, they'll come looking for more.

Best part is, once they trust your judgement, they may be more inclined to take your advice — or even purchase from you.

DO invite others. You want your blog to be the reason for coming, but don't stop there. Show your roots and deep expertise in the industry by linking to other blogs in the industry. This is another great way to kickstart the two-way conversation that's so valuable.

DON'T follow the old adage, "build it and they will come." As a business owner, you know all about selling yourself. So sell your blog. A quick online search will show you the many ways to improve blog "searchabilty". One tactic is to frequently use keywords common to your business or company - so if you're a winery, use "wine", "grapes" and "merlot". This will help search engines locate your blog. Also, be aware that blogging technology is steadily improving — in fact, many look less like blogs and more like Web sites. Taking advantage of the various blogging platforms available (some of the more popular ones include Blogger.com, WordPress and TypePad) requires little to no investment, are easy to maintain, and are easy to update.

DO put a human face on your company and use honesty to your advantage. Companies are increasingly using the personal connection of blogs to deal with sensitive issues or even break bad news to customers. Case in point is an online billing service recently experienced an outage it had no control over. They immediately blogged about it, explaining why it happened and outlined what steps they were taking to resolve the situation. Most customer feedback on the blog was positive — in fact, some customers even came to the company's defence when one person left a negative comment.

Remember to be realistic in your expectations. The goal is not to have a lot of readers, but the right kind of readers. There are bloggers with very large followings who you have probably never heard of, and that's okay. The important thing is that they have clicked with a community of like-minded peers who have similar opportunities, concerns and opportunities, and have come to be looked upon as experts in their field. By following these guidelines, you too can do the same. And as Perez Hilton might say, that's hot.

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Writing your first press release

Every business owner lives for that happy moment when, after months or even years in development, their new product or service is ready to hit the streets.

It's also when the hard part—getting new customers to sign-on - begins. This usually requires a strong advertising or sales effort, one in which PR can play a key role. Trying to get press coverage of your new offering is a great way to reach your audience.

For a small company with limited resources, a press release is an efficient and cost-effective way to do this. Press releases are the lingua franca of the media world — reporters are accustomed to seeing them and, in a subtle way, they give your company another stamp of credibility.

The best part is you already have all the story elements (the news and the knowledge of your industry) that go into making a great release. But be warned. Although they look simple, press releases are actually quite tricky to master. It has to grab the reporter's attention in a matter of seconds and stand out among the hundreds or even thousands of releases generated every day. In fact, reporters are usually looking for reasons not to read them, so don't give them any reason to send yours to the Delete file.

To help get you started, I'd like to share the four sacred rules of effective press release development.

Lead with your strengths Inexperienced companies often approach their first press release like a bad date — they go on and on about themselves. They also include too much self-serving or promotional material, bury the real news and load up on tired clichés (groundbreaking) or breathless descriptors (Incredible Exciting)

Remember, your job is to make others want to read your release. So be concise and make sure your headline and opening sentences pack a punch. Is it "Acme Inc. unveils new service for Canadians" or "Acme Inc. provides an easier way for Canadian families to go green"? Pick one thing about your product or service that sets it apart form the competition and focus on it. Is it truly the first of its kind? Then say so. Perhaps it takes advantage of new materials or technologies not yet widely available. Maybe it ties into a larger or timely trend, like the rising dollar or the environment.

And remember—write in a way that's upbeat but not over the top. It's not a sales pitch.

Answer the question, "So what?" Simply outlining your new product isn't going to be enough for most reporters. You need to sell them on the story. To do this you need write your release using as much industry context as possible—the kind that will appeal to a broad cross-section of readers.

Locate some publicly available figures and statistics that demonstrate why the need for your offering has never been greater, or why demand for it is poised to skyrocket. A friend of mine, who is also the owner of a small, Toronto-area bookshop designed for children, recently developed a release announcing the opening of a new location. To make it more than just about expansion she weaved in statistics about the 53,000 grade six students in Ontario who failed to meet the provincial standard for reading. This made the story bigger—after all, everyone understands the importance of literacy.

Let others do the talking If you've read my earlier two columns you already know how important it is to have people from outside your company who can provide an objective opinion. If possible include a quote from one of them, such as a customer, business partner or other industry expert. Ideally the quote will position the announcement in the big picture or highlight the market conditions that will make this venture so successful.

I recently worked with a Canadian start-up that launched a new dating site for single parents. Their first press release quoted an expert who regularly talks about the advantages of dating dads versus single guys. She threw a whole new twist on the story and gave the reporters a fresh angle to write about. By referencing first-hand experiences the expert made the issue personal — and whether you're a dad, a single guy, or a woman on the dating scene, everyone can relate.

Ready to send? Here's how: First, post a copy to your Web site linking off your homepage or in a section that offers visitors more information about your company. Next, having done your research on key reporters who cover your industry, email it to them individually with a short note that quickly hits the key points of your release. Make sure your subject line is punchy: "Who's hotter — single dads or single guys? The answer might surprise", for example, has much more impact than "New dating service launched in Canada".

Also, if your offering is something that can be tested or reviewed by a reporter, be sure to let them know and give them the product to experience for themselves.

Remember, however, that you can craft the best press release in the world and get no response. There's nothing unusual about that. Maybe the reporter has covered a story like yours recently, or maybe the timing isn't right. This doesn't mean the press release isn't worth doing — chances are you've at least let the reporter know that you're around. Keep at it and one day you'll catch the eye of someone on deadline.

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What to do when a reporter calls

Our popular perception of journalists has largely been shaped by movies and best-selling novels. For some, it brings to mind the image of the fedora-wearing, whisky swilling newspaper man who loves a sensational headline. Or perhaps it's the unscrupulous, pit-bull TV news reporter that comes to mind, followed by her camera person as she barges in on some hapless executive.

These popular—and often misleading—notions might explain why a friend of mine, who is the president of a small technology company, recently called me. I could tell from her voice that she was concerned. Turns out a reporter's curiosity was piqued by her business and, as a result, he called looking to set up an interview for an article. "What do I do?" she asked me nervously.

First, I let her know that an interview represents an incredible opportunity—one that may not come again for a long time. Second, I reminded her that she's an expert. After all, who knows her own business better than she does? Finally, I provided her with a handy checklist that I share with clients who are facing a reporter for the first time. Following these steps can ensure that an interview with a reporter becomes an interesting and useful exchange of information.

Do your research. Don't recognize the reporter? Then it's time to do a little digging. Visit the publication's web site and read some recent coverage from the writer. Also, get a sense of what themes and topics the outlet likes to explore. Is it focused on a particular industry, like retailing? Or is it a general business magazine? Is the reporter an expert in your business area or someone who covers anything and everything? Getting this information in advance will help you gauge how much background you'll need to provide, and how to tailor your messages to the people that actually read the publication.

Talk it out. Now that you have your background bases covered, it's time to think about what to say. The most important thing is to not go overboard. As part of your preparation for the interview, create the ideal headline that you would like to see in print, and support that story with the top three things about your business that you want readers to know about. And then develop supporting points or interesting anecdotes/scenarios that will really hammer them home. This will help you keep focused in the interview and ensure you provide the reporter with a simple, yet compelling story.

As well, make sure to create a bio if you don't have one already—and be prepared to share it with the reporter. Just remember when you're writing it to clearly spell out how you became an expert in your industry.

Know your competitors. Okay, so you probably already know them like the back of your hand. That's good, because reporters want a balanced story, which usually means comparing your business to others in the industry. So be ready to answer questions about the competition, but—and this is important—don't presume to speak for them or speculate on their decisions. Like they say in law enforcement, "just keep to the facts," and focus on what your company is doing to stay ahead of the competition.

Recruit friends and allies. Poke around any company's site and all you'll find is good news. Not surprisingly, people and businesses are alike in that they always put their best foot forward and tend to downplay anything that could be construed as negative or controversial. Reporters deal with this everyday, which is why they like to get third-party input when writing about people or companies. They know you will say good things about your company and products, so they like to verify your points through the eyes of an outside expert.

So why not be proactive and offer a few of your own? Find someone who can speak to your value in a unique and compelling way. Your customers are a great place to start. A happy customer voluntarily speaking on your behalf will make a bigger impression and seem more credible.

If you can't find a customer willing to speak, look to your peers. Perhaps you have close relationships with industry associations or user groups. Regardless of who you pick, check first and make sure they're comfortable speaking to reporters on your behalf.

On the day of… Most reporters will want do the interview by phone as quickly as possible. Reporters work on tight deadlines and the more accommodating you are, the more likely you will be called again for insight or perspective on future stories.

If by chance, the reporter is not on deadline, invite her to conduct the interview on site, especially if your business is highly visual or if they can see something in action. Doing the interview at your location will help provide more context and colour for the story. It also increases the odds, that you might get a photo to go along with the story, something that definitely draws more reader interest in an article.

Once you start, be sure to answer your questions concisely. Often people who are nervous or eager to please the reporter will provide them with long-winded answers, trying to pack in as much information as possible. If you find yourself at the end of the interview and feel that something important was left out of the interview (remember your three key points?), speak up and say so at the end. And if possible, have photos available should the reporter want them.

Nothing is off the record. Finally, always remember you're talking to a reporter. Their job is to collect information from you and will consider everything you say as being on the record (even if you say it's not or have the conversation while the tape recorder is turned off). If you don't feel comfortable seeing it in print the next day, keep it to yourself.

Above all, remember that there's no reason to be nervous. The journalist is simply doing their job, and is looking to you to provide information that he or she can't get otherwise. By doing your homework and providing the materials the reporter is looking for, you'll not only get through the interview, you may also lay the groundwork for a rewarding, long-term relationship.

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How to craft your PR message

Recently some colleagues and I decided to have lunch at a new sushi restaurant. We arrived well before the rush hour, but the place was already packed, and we were forced to take a small table at the back. Before long, a line of people had formed at the door. "Not bad," chuckled one of my colleagues, "for a place that makes a living selling cold dead fish."

As president of High Road Communications, a Toronto-based public relations agency, I'm often asked to speak about the value of PR. There are many ways to approach this, of course, but it all boils down to telling your story to the right audience — making sure that when the people who matter most see your company, they see sushi, not dead fish. That power rests in your hands. Those who choose not to tell their story risk being lost in the background noise or, worse, have others tell it for them. For this reason, business owners should at least consider PR as part of their overall marketing strategy.

Notice I used the word "should". If you're like me, you have an endless list of should-do's on your desk, and the thought of adding one more seems laughable. I've been a small business owner since 1996 when I co-founded High Road Communications. Over the past 11 years I've watched it grow from three employees to more than 80, and expanded from two offices to five. It's been a busy but exciting ride and I have all the bumps and bruises to prove it. I also know first-hand how easy it is for long-term goals to get pushed aside in the struggle to manage day-to-day issues.

Even for an agency focused on public relations, the notion of doing our own PR was not a big priority in the early days. Like the cobbler who wears beat-up old shoes, we were so focused on the needs of our clients, we never took the time to develop our own strategy. That was a mistake, and it took us a while to get it right.

So I understand that for small business owners PR must seem like some distant point on the horizon, an interesting concept worth visiting one day but hardly relevant in the hectic here and now. Of all the marketing tools available, however, few have the potential to transform your business as quickly as PR. The media landscape may be fragmenting, but it's definitely growing. There's no reason to delay harnessing this power. In fact, it's something you can start today.

But where to start? Here are some ways small business owners can use PR to help them build a competitive edge.

Get to know your media. One of the biggest challenges small businesses face — especially those playing in a crowded field—is just getting noticed. Sure, you have the brains and the resources to get the job done. Problem is, not enough people know it.

It's up to you to tell your story. An article in the Globe and Mail reaches a quarter of a million people. That's a powerful medium to reach a broad audience. So use it. Research and target the various Web and media outlets that cover your industry and look to build relationships with the key reporters. They're always looking for new sources. Remember, PR is not just for the Microsofts and WalMarts of the world. It's just as important, if not more so, for growing companies looking to build a reputation in a crowded market.

You're interesting. Honest. I've never met a small business owner who didn't have great story to tell. Maybe you worked out of your garage before you hit it big. Or perhaps, like one owner I worked with, you decided one day to hop on your motorocycle and drive across Canada, meeting your customers and media in person (True story, by the way. And it generated a lot of coverage). Regardless, PR is all about stories, and it's stories that will put you in the spotlight.

Commit to doing one pitch. Start small, but start now. Your PR effort will never prematurely label you. After all, the image we associate with Nike or any other high profile company didn't come overnight — it came incrementally, over years. Businesses should take note — starting today can pay off handsomely down the road.

So try and put together at least one pitch — a short email that outlines the essence of your story—to a key reporter. Announce that you're open for business, or outline something unique or compelling about your new product or service. Whatever story you choose tell, just do it. All it takes is one reporter and one story to connect you with whole a new audience and drive awareness for your products or services.

Few small companies are likely to put PR at the top of their priority list. But for those who can, it's a powerful medium to reach your customers. After all, regardless of what your company's product or service might be, you know that it's worth lining up for. Isn't it time everyone else did too?