SOAR TO SUCCESS / Core Business Strategies However, it’s a great way to get media members to ignore all of your news in the future and build a bad reputation for your company! If you really want good media coverage, it’s essential to communicate with each media member on a one-to-one basis and provide unique and valuable information. Yes, this takes time, effort and expertise, and good publicists know this. 2. Use the wrong press release distribution service? Speaking of press releases, how does your publicist distribute your news? There are numerous distribution services available, and bad publicists will just choose the cheapest one, charge you a fortune and keep the difference. Sure. You get media mentions that the publicist can include in their monthly report that look impressive. But, in reality, this can be very bad. Why? Media members, and the search engines, know which news distribution services are legitimate and which ones aren’t! If your publicist distributes your news on the wrong service, this can reduce your credibility with customers, media members, the search engines, and more. Know how your news gets distributed to protect your brand image! 3. Communicate with the media the right way? Does your publicist only talk to media members online? Are they there for you when a crisis happens? Do they use the same templated press releases, emails, and more for all of their clients? If you don’t have positive answers to these questions, find a public relations expert who actually cares about the success of your organization and doesn’t just “check boxes” to get the job done! What your publicist is doing to your business may surprise you! When you hire a new publicist, check their processes, the press release distribution services they use and how they communicate with media members, so you know what’s going on. After all, while things may look fantastic in their month-end reports, some major issues may be hiding that can ruin your business reputation!
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