If you’ve heard the saying, “No news is good news,” and adopted this for your company’s public relations practices, you could be shooting yourself in the foot. Getting some attention from the media is one of the best ways to build brand awareness and show thought leadership for your company. But what do you do if your company doesn’t have any breaking news to share? Here are three things you can do to get media attention even without any big stories from your company to share.
Identify Relevant Media Properties and Journalists
Start by knowing what publications cover your industry. List out these publications and then find out who the reporters, writers and editors are that cover the topics that are most closely related to what your company does. You should also visit their websites to download any media kits or editorial calendars they might have available. This will help you plan ahead and give you time to develop your story, make contact with the editors and writers, and build those relationships.
Generate and Develop Story Ideas
Good stories can be discovered and told, even if you don’t have breaking news to share. Here are some ways you can discover stories:
Piggyback on trending stories in the industry. Maybe there’s a technology breakthrough, new regulations or other issues playing out in the news. Develop a story that shares your company’s position on these issues.
Conduct a survey or research and promote your findings to relevant media outlets. Your research findings can also provide good subject matter for white papers, webinars, and other marketing collateral.
Offer an in-house expert to analyze or comment on today’s trends and recent news. You’ll want to make sure you convey what’s special about your experts and what they have to say, as well as why it’s important to a publication and their audience.
Make a Strong Pitch
Now you have your list of media outlets and contacts, and you also have your story. It’s time to develop a compelling pitch. Personalize each pitch to the reporters, bloggers and editors you’re reaching out to. Tell them why their audience would be interested in the story and offer any background materials you can. You’ll need to make a compelling case for publishing your story and make it easy for editors, reporters and bloggers to say “yes.”
Not every story idea you send will get picked up. Even if it doesn’t, you’ve now cultivated relationships with important media contacts in your industry and have positioned yourself as a resource that could be called upon for future stories, quotes and interviews.
One remarkable thing about the list is that it rarely changes. The order may change but the top cited standards typically don’t change. Top 10 Sited Safety and Health Violations: 501 - Fall Protection 1200 - Hazard Communication 451 - Scaffolding 134 - Respiratory Protection 147 - Lockout/Tagout 178 - Powered Industrial Trucks 1053 - Ladders 305 - Electrical, Wiring Methods 212 - Machine Guarding 303 - Electrical, General Requirements Three of the 10 sited standards are directed at the construction standard (1926) while other fall within the general industry (1910). It should be noted however that the general industry standard also has fall protection guidelines. Year after year, inspectors see the same on-the-job hazards, any one of which could result in a fatality or severe injury. More than 4,500 workers are killed on the job every year, and approximately 3 million are injured. By understanding these regulations you can improve your safety program and prevent injuries. Give me a call if you have any compliance doubts, or want to review OHSA regulations. Gwido Dlugopolsky at 216-391-7766 or email@example.com
Why does it take a NASCAR pit crew only 15 seconds to change four car tires when it takes people like you and me minutes? The answer is simple SMED. Single Minute Exchange of Dies, or SMED, is a process for reducing the time it takes to do equipment changeovers. Using the principles of SMED you should be able to perform any changeover in your facility in under 10 minutes! The SMED process is simple – convert as many changeover steps as possible to “external”, meaning they are done while your equipment is still RUNNING, while simplifying and streamlining the remaining steps. SMED is broken down into the following 3 Steps: Separate Convert Streamline We found this article to be very helping in explaining the SMED process in more detail: LEAN PRODUCTION - SMED A good first step to achieve this level of SMED efficiency would be to run a kaizen event at your facility to standardize (5S) your tools and supplies. Doing this alone will help you achieve 40% to 50% greater efficiency. Once the “low hanging fruit” is gone, you can still reduce setup times another 20% by practicing more advanced SMED principles.
The secret to closing any sale is to reduce uncertainty in the buyer and replace it with confidence in YOU, your PRODUCT/SERVICE, and your COMPANY. Step 1 – Confidence in YOU Someone buying from you wants to be able to fundamentally connect with you on a human level and feel confident that you’re an expert in what you’re selling If you’re selling paperclips, be an expert in paperclips If you’re selling design and engineering related services, be an expert in design and engineering related services Focus on addressing the problem, not the solution….MEANING you already know you have the solution, connect with the buyer by being an expert with the problem he/she is facing. Prove that you know the problem and all aspects of the problem like the back of your hand. Step 2- Confidence in the PRODUCT/SERVICE you are selling Someone buying from you needs to trust the product/service you are selling will solve their problem. It’s your responsibility to deliver a solution and the benefits associated with it. Basically you need to “Hit a Homerun” communicating this message. Tip – Use Success Stories: Share with the potential buyer examples of your product/service solving problems and delivering value for