Right now in 2008, arguably the biggest story in the news headlines is the crisis facing Detroit's "Big Three" auto makers, General Motors, Chrysler and Ford. Each and every day, there are many stories being released about the specific situation facing each of the companies - which have now banded together to use and get public funds as a bailout to the industry.
Although we will spend hours speaing frankly about this problem, we shall instead turn our focus how you, as a small company owner, can be in the news headlines and join the conversation to truly get your company some publicity. First, you have to figure out how you fit into this picture. Are you an auto dealer? A parts supplier? A secondary company that depends on the healthiness of the car companies and/or car workers? Where can you easily fit in? That is critical to then developing your "angle."
Next, simply put together a press release speaing frankly about how this problem affects you. Here's the important part, though. You should find a newsworthy angle, otherwise your opinion is merely an opinion - and certainly not news. So do a poll, talk 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 using their readers or viewers. Look at your company's stats to see if any coincide with trends being discussed by the media.
When you have your release drafted, you will want to do some research on which reporters are doing stories with this topic. Perform a simple Google search to get 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're a lot more than happy to be a quotable resource for his or her future stories. Reporters are usually buying a good quote.
John Sternal is a veteran public relations professional with increased than 15 years experience serving clients in a variety of industries on both the agency and corporate sides. John has caused members of the national media to develop stories that serve their readers/viewers in an attempt to educate on topics that benefit his clients/employers.
John has already established the truly amazing possibility to work with 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 across the country, and he has also 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 working 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 studying fine wines from different elements of the world.
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