By Chryssa I. Zizos

It's true what they say: "Perception is everything." And whether you are a publicly traded or privately owned company; a small or large professional association; or a nonprofit foundation, arts organization or school; how the public perceives your operation can have a large bearing on your success.

One of the easiest and most effective ways of reaching the public is through the media. A well-designed and executed media relations campaign can prove to be a cost-effective and valuable tool for brand building. Consider how an article that appears in a trusted publication is typically viewed as an endorsement by that publication. It also can be far more credible than an advertisement or direct mail piece because information about your company is being delivered from an impartial, third-party source. Remember that the media today has more clout and influence over customers', shareholders' and employees' decisions than ever before.

The following is a guide to successfully presenting your messages and gaining the best and most effective coverage for your business. If your company does not have a dedicated public relations manager, these responsibilities usually fall under the rubric of the vice president or director of marketing or communications. Using an outside agency can also be a good option for smaller organizations, because they can benefit from professional PR management and implementation without incurring the expenses associated with hiring a designated internal person.

The Press Release
Press releases are the standard tool of the public relations industry. The bad news is that the majority of press releases received by major newspapers make it only as far as the wastepaper basket. The most effective press releases are those that are targeted to the local or community press, where they may be picked up to run "as is," or where they serve as the catalyst for an editor or reporter looking for a story. A press release that is focused and "newsworthy" will stand a better chance of garnering attention.

Media outlets are barraged every day with stories, all vying to be heard. Your story must be compelling, concise and easily understood (see sidebar) on page 12. Before you send your press release, read it out loud to yourself or others. Imagine you're hearing it on the radio. It should flow well, present the facts in a logical progression and not take more than a minute or so to read.

When it comes to media relations, remember that the media needs you almost as much as you need them. After all, reporters can't be everywhere when news occurs. You are valuable to them because you provide them with news that is important to their audiences. Public relations can be used to measure public perception, and can help you to either change or reinforce those perceptions, so think of PR as both an answer to confronting challenges and a way of sharing valuable information.

How to Develop a Newsworthy Story
Editors and reporters are the people who decide what is considered "news." Unfortunately, their decision may not be in agreement with your "news" release or story angle. Luckily, with the recent explosion of media outlets (cable news, Internet, talk radio) there are more ways than ever before to communicate, and therefore more opportunities to sell your story. In general, the increase in media outlets means there is a greater need for stories, and your odds of placing a story have increased.

Remember that this is a building process. As you implement your publicity efforts, don't expect a barrage of media to beat down your door. Momentum is your goal. With momentum, your media exposure will steadily grow and feed upon itself. As it does, the public will absorb your message, fueling future interest.

Getting the media's attention and gaining publicity for your company requires a thorough knowledge of your audience (editors and reporters), relationship-building, a first-class sales approach and tough skin. Of course, it can't hurt if you have a genuinely interesting story to tell.

Know Your Audience
Identify the types of media in your area. These will typically include TV (broadcast and cable), radio, newspapers, and in larger cities, local magazines. Also, if you live in a larger market, don't ignore the smaller outlets. Community papers or cable access channels are worthy targets; their coverage of your company adds to the overall exposure.

Acquaint yourself with the stations and publications. Reading, watching and listening will give you a better understanding of how each media outlet covers the news. Caution: Take care to approach the appropriate media. Do not approach programs or publications that have a history of exploiting scandal.

Contact each of the media outlets and determine if they have a reporter assigned to your area. If so, get his or her name. If they don't, call the Metro desk assignment editor and ask to whom you should direct your information. Having an assignment editor as your contact is just as valuable as dealing with the reporter directly.

Build a Relationship
When developing a working relationship with the media, common sense rules apply. The first rule is to maintain a courteous and professional demeanor at all times. You want the media to respect your information and consider you a valued source. Never let your enthusiasm to pitch a story lead to aggressive tactics. Beyond that, there are specific things you can do to build a positive relationship and increase your chances of media coverage.

Begin by sending each reporter/editor a letter introducing yourself and your company. This is not the time to ask for a story. This is simply an introduction.

Follow up with a courtesy e-mail or phone call. Introduce yourself; confirm that your letter was received. Answer any questions. Then briefly tell the reporter that you'll be sending a media kit or press release about your story. Ask him or her to review it and say you'll call soon to follow up. Always fax or e-mail the press release before calling the editor. The call will be more productive. Without a release in hand, an editor can't seriously discuss newsworthiness.

Don't call during deadline times. This is a frantic time in the newsroom, and all but essential calls are considered nuisances. Plan ahead and call during the quiet intervals and ask if the time is convenient; members of the press will appreciate the courtesy and your chances of being cordially received will be better.

Release your news as early in the editorial cycle as possible. You can determine deadlines and editorial cycles by looking at a publication's editorial calendar. Most magazines have these available online at their Web sites. A printed version of the editorial calendar can also be obtained by calling the publication; however, the online version will be more current. There is also a fee-based option at Edcals.com, which provides flexible sorting capabilities (by subject matter, for example).

Be prepared to offer the names and telephone numbers of individuals who can provide additional information and perspectives and invite reporters to visit your offices. Work with the media to make sure they have all the necessary information.

Book and coordinate interviews (time, place, and location) with your spokesperson(s).

Don't ask for a final review of the edited story. Most editors would consider your request a breach of journalistic ethics.

If you don't want to see something in print, don't mention it. Off-the-record comments can sometimes wind up as attributed, on-the-record quotes.

If you have significant news that is interesting to several competing publications, be impartial. Release your news in a way that allows all editors to run the news at the same time. Sometimes an advance "scoop" for one editor is appropriate, but be aware that the other editors will notice and remember.

For future articles, alert your contacts as far in advance as possible that significant news is forthcoming. This non-specific tip prepares them, without prematurely spilling your news.

Pitch the Story
Your personal touch — how you present the story — is what will make the difference. Your main objective is to promote your company as newsworthy and relevant to the local community. Be well-informed and prepare yourself to answer any questions. If you don't know, don't bluff. Tell the reporter you'll get back in touch with the answer soon and then do it. Find out if the contact has any knowledge of or personal interest in your company. Their personal knowledge or involvement greatly increases your chances of publicity. Be thorough, but try to keep your contact brief. Remember, these individuals are usually trying to meet deadlines, so they'll appreciate your brevity.

The Interview
You have accomplished the hard part; a reporter has agreed to do an interview. Your spokesperson will usually be the president/CEO or another C-level executive. Here are several ways your spokesperson can make the most out of the interview.

Before the interview happens, make sure your spokesperson fully understands the objective: to communicate three message points and to reinforce the interview with pertinent talking points.

Make sure your spokesperson knows as much as possible about the interviewer and the show, publication or column, including types of stories covered.

Ask the interviewer about the general direction the interview will take. While you won't be able to get your spokes-person the questions in advance, you can anticipate them. Think about how to incorporate information about the company and your announcement into answers but don't have your spokesperson memorize them or they could sound rehearsed. Don't hesitate to suggest questions.

During the interview, make sure your spokesperson is him or herself. Genuine warmth and enthusiasm are best.

If the spokesperson disagrees with something the interviewer says, he or she should say so immediately. Lack of a reaction can be perceived as agreement.

Following Through
As you acquire media publicity, you'll want to obtain copies of all media hits for a scrapbook. Cutting articles from newspapers is relatively easy, but getting copies of newscasts from radio or TV requires pre-planning. Before interviews are aired, ask the media if they can provide copies of the newscast on tape. They may ask you to provide the tape, so have one on hand. If they can't record it for you, be prepared to have the newscasts recorded yourself.

The depth of a solid PR campaign includes a myriad of activities that are designed to provide coverage for a company throughout the year. Some of the components include: speaking opportunities, meetings with critical media outlets at trade shows and conferences, aggressive story pitches and by-lined articles, desk-side briefings designed to cultivate media relationships, and ongoing product and corporate announcements. Be creative in your mix of public relations activities and you'll help ensure that your organization is both first-in-mind and best-in-class with the public.

Chryssa Zizos is the founder and president of Live Wire Media Relations, LLC, (www.livewiredc.com) a West alliance partner and full service public relations agency located in Alexandria, Va.