Media Do’s and Don’ts for Small Business

Media exposure can be one of the most valuable free marketing tools a small business can wield. However, the media can be your best friend or your worst enemy, depending on how you portray yourself. Here are a few tips for presenting yourself and your business in the best possible light and using the media to your best advantage.

Do: Plan ahead. Some of the worst media gaffes occur when the interviewee simply doesn’t know what to say. Familiarize yourself with the media venue in question. This should give you an idea of what the topic and general tone of your interview will be. Then, make a list of talking points and arm yourself with facts that promote your position.

Don’t: Give interviews and statements to anyone who asks. Some interviewers are known for being, well, jerks. Refuse to deal with these people. Stick with media sources and reporters that are known for being professional and well-balanced. Always ask yourself: how will this affect my business and my brand?

Do: Practice. Watch yourself in the mirror as you practice your interview. Even better, ask a brutally honest friend to watch you. You may also want to videotape yourself giving sample answers and evaluate. You want to look as poised, knowledgeable, and likeable as possible. Be especially on guard against rambling. Hone your points into ‘sound bites’ that are short and sweet.

Don’t: Speak ‘off the record’. There is no ‘off the record’ when you are talking to the media. If you are speaking to a media representative, assume that everything you say will be reported and speak accordingly.

Do: Make a mental list of topics you will and will not talk about. This will allow you to create intelligent talking points and also to avoid creating controversy or offending potential customers. Plan ways of steering your interview back to the topics you prefer. Practice phrases such as, “I don’t know enough about that issue to comment, but what I do know is that…”

Don’t: Comment outside of your area of expertise. You never know who you might alienate if you start talking about politics or other touchy subjects. The media loves controversy, so they will absolutely try to get provocative statements out of you. These quotes can easily be taken out of context and used against you by your competition.

Do: Pause before speaking. Many people make the mistake of answering immediately, even if this leads to a lot of ‘um, err, well…’ and missed opportunities to build their small business brand. Waiting a moment before responding to a question will allow you to collect your thoughts and prevent stammering. You’ll come across as an intelligent, thoughtful person and retain more power over the conversation or interview.

Don’t: Give unplanned interviews or statements. Unless you are a media expert, it is simply too easy to mess them up or put your foot in your mouth. Your business deserves a carefully crafted brand and well-thought-out media exposure; an ‘on the fly’ interview will likely achieve neither.