May/June 2006
Art of NetworkingDeveloping a Successful Public & Community Relations Strategy for your BNI Region
7 tips to make the press work for you.
Like any other BNI endeavor, establishing sound relationships with your local press takes work and commitment. Your key contacts in the press need to first know you, then like you, and, ultimately, trust you.How is that achieved? Following are 7 simple principles to help you make the most of your local press.
1. Do your homework. What are the key business publications in your community? What do you read? What do your business colleagues read? You definitely want to be in the major newspapers and key business / community magazines.
2. Get your foot in the door. Ask your colleagues in BNI and at your company who they know at these organizations (Ask for a referral!). Better yet, ask an advertising / PR professional from one of your BNI chapters to help you. This provides great exposure for them and a superb learning experience for you.
3. Research the web. All publications have very informative web sites. Make copies of key pages and compile a "press library." Determine who the business editors and business writers are. The web sites will probably have their names, email addresses and phone numbers. Before you make contact, read their publications.
4. Make contact and be coachable. Make your initial contact by email, congratulating them on a particular article you enjoyed. Let them know you would appreciate their advice on how to get the best information about BNI to them. Let them coach you through the process of the format they prefer, their copy deadlines, etc. You will begin developing a professional relationship, because you have asked them to help you make their jobs easier. They are looking for great material and realize you want to make their jobs easier by following their advice.
5. Write a news release that stands out. Here is a cold, hard fact about getting your story in the media: What sounds exciting to you and BNI may not mean a whole lot to your media contacts. You need to work on WHAT your story is, WHY it is important, and place the IMPORTANT information at the beginning of your press release. These are the same concepts used to shape your BNI "60-Second Commercial" and "Memory Hook!"
6. Don't forget to say thanks. After you get your first news release in their publication, thank them. Ask them who their boss is, and copy them on your thank you email. Offer to provide any support they might need (not necessarily related to BNI) in finding contacts for specific stories they might be developing. And stay in touch with your new media contacts on a regular basis, providing them information about visitor and kickoff days, new chapter officers, Misner-Foundation donations, etc.
7. Share BNI stories. Finally, rely heavily on the incredible information that you receive from BNI, including the latest information on www.bni.com. Events, such as Dr. Misner's appearances in various media outlets, are great stories to share with the business community, not just BNI members.
Gary Birdsall, BNI Utah Regional Director, is a marketing professional by trade.
Click here to read a great article that Gary had in Salt Lake's major daily, The Salt Lake Tribune, which led to many contacts from potential BNI members. Gary can be reached at utahbni@bnitn.com.
