Page 262 - Duct Tape Marketing

246 Part IV: Getting the Word Out without Advertising

Schedule and announce the news conferences well in advance. Send invita-
tions in the form of brief letters or announcements that are formatted like
news releases but with the words Media Advisory replacing the words For
Immediate Release.

Here are some additional tips:

ߜ Schedule the time with sensitivity to media deadlines. Most conferences
start at 10:30 a.m. to best suit as many media schedules as possible.

ߜ Start on time and hold speakers to their allotted schedules.

ߜ Be sure that speakers can be seen and heard. Plan in advance to have a
well-placed podium (situated with photo opportunities in mind), micro-
phones, speakers, extension cords, and other supporting items.

ߜ Place a company logo behind the speaker or on the front of the podium.

ߜ Minimize speeches in favor of demonstrations that provide the basis for
good photos and footage.

ߜ Distribute news packets that feature a news release on the day’s event,
background company information, and the name and number of the
spokesperson to contact for more information. Following the event,
deliver packets to major media not in attendance.

Dealing with bad news

Chalk it up to bad decisions or just plain bad luck, but sometimes bad news
happens. When it does, work fast to first find out what went wrong and to fix
the problem if possible.

Waste no time preparing a news release telling what happened and, if possi-
ble, what actions are being taken to see that it won’t happen again. As much
as you’d like to run and hide, don’t. Almost certainly your company will fare
better if you show a concerned face and release a truthful explanation. The
last thing you want is for those who care a lot less about your reputation
than you do to be speculating or spinning the story for you.

Public relations strategists have complete scenarios to use in what are called
crisis communications. If your event is apt to have negative ramifications that
continue for more than a few days, and if the bad news seems likely to reach
out farther than your local market area, call in a pro to help you manage the
story. Look in the phone book under Public Relations or ask business leaders
in your area for references.