We were there to shed light on how businesses should work with news organizations to win positive coverage when times are good and ameliorate poor perceptions when crisis occurs. Four of us sat at one end of the tables set up in a wide rectangle. Members of Centerstate CEO filled in the rest of the seats and intently listened to the discussion. By the end of the 90 minutes of an event where the three journalists and a public relations executive were supposed to impart information I found I had learned a great deal.
The attendees were a mix of business owners, public relations professionals, non-profit workers and other people in businesses large and small. Joining me on the panel: Kevin Tampone of the CNY Business Journal, Stan Linhorst of the Post-Standard and Greg Loh of Eric Mower Associates. I found myself listening to all three as they took their turn dispensing advice to the business people.
Some of the highlights included Stan clearly stating to the room that we are all in the media, but we should not be considered monolothic. He passionately described how we are all in competition with each other as we serve our readers and viewers. Kevin talked about the importance of business people striking up relationships with journalists, but he quickly added a relationship is not synonymous with friendship when it comes to news coverage.
Greg offered his insight from the other side of the realm as a highly skilled public relations professional. He talked about managing a crisis and the inevitability of bad news getting out to the public one way or another in our highly connected world. The response the bad news can make all the difference in the damage done to the company. Greg wants business to prioritize who it needs to communicate with first. At the top would be employees and customers. The media would follow.
We talked a lot about social media and digital.
Kevin Schwab of Centerstate CEO was an effective moderator and encouraged interaction with the group. They offered good questions and real life experience examples.
As the lively discussion about media relations wrapped up there was one final question. A business person asked: how do I measure the return on my investment into media relations?
The P.R. professional admitted no one has a handle on how to precisely quantify that measurement. Yet, everyone knew it is an important element of doing business.
Any questions or comment please forward them to mattsmemo@CNYcentral.com. I may even use some of your thoughts on NBC 3 News at 5:00, the 10:00 News on CW6 or on CNYcentral.com.
The opinions expressed in this blog are the sole responsibility of the author and are not reflective of the views or opinions of Barrington Broadcasting, WSTM-NBC3, its management or employees.
