18 Tips on DIY Media Management for Small Businesses

1. Keep
updated
lists of all
media
people
with
whom you
deal with

2. Get to know the
media people
who are important to
your program
and “be-friend" them

3. Send all material to the media
in time to meet their deadlines

4. GREAT
photos
Be sure all
information you use
is accurate

5. Always tell the truth to
the media.
If you can't tell the
truth, don't talk and
don't get caught "not
talking" or
saying "no comment."

6. Admit you don't know
the answer to a question, and
Arrange to get the
required information, or
Refer them to someone
who can answer
the question

7. Be "low key" not "hard sell"
in your media relations

8. Realize that you have
no control over
the content,
format, timing,
or size/time
of PR messages

9. Always return reporters' calls promptly

10. Keep your word when
you promise to give
your story exclusively
to a reporter

11. Keep your sound bites under 30 seconds.

12. When a feature is turned down,
try pitching elsewhere

13. When a feature is used,
rework it with a new angle and
try to place it with another media/press.

14. Use photography or visuals to enhance
the possibility of a story being run.

15. Be sure a "cut line" or caption with
every photo or graphic you release

16. If you are misquoted,
don't hesitate to let the media know and
suggest they run a retraction

17. Do not say anything to the media
"off-the-record"

18. Do not be a pest by repeatedly
calling the media to see if
your story has been accepted

19. Let’s Get to Know Everyone
 “If you are featured on front page of the
biggest newspaper in your country, how do
you want the headlines to be like?”
 “If you have a photograph printed in the front
page, what caption would you like to see?”

20. Founder, Ideamart (S) Pte Ltd
Founder, Ardor LLP
Managing Agent of Romancing Singapore (2005-2007)
Spirit of Enterprise Award 2008 – Honouree
Email – andrew@ideamart.com.sg
MEDIA RELATIONS
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DIY Public Relations for smart SMEs