For big business, seeking media coverage is a natural option. Sending information to the media about products or awards, or aligning themselves with the latest topic of conversation is second nature. But, with big business you're dealing with a more anonymous beast touting the accolades of their business. And that's exactly what it is, business. It isn't personal at all, in general.

When small business and solo enterprises think about media coverage, it's a little bit more personal because, for the most part it's essentially all about them. I wonder how many small business owners don't consider PR as an option for this reason. "I'm not an expert, who'd want to listen to my opinions over those of a big corporate CEO?"

And, let's face it. Talking to journos, going for photo sessions, being interviewed on the radio or TV, especially when you're not representing a faceless corporate organisation, is totally out-of-comfort-zone stuff.

But, journalists are always on the lookout for an interesting story, especially if it links to topics of interest that are the current daily yarn. You only have to check out SourceBottle on a daily basis (actually, you really should be checking it out on a daily basis - without fail) to see how many opportunities there are.

And, with some creative thinking, you can be involved in a story that will promote your business without seeming to bignote yourself if you're not that way inclined. Rather than appearing as an expert, you can be a representative of current small business opinion in a particular area that allows your expertise to shine through in a more relaxed way without any expectations.

Even if you're the kind of person who prefers to stay in the background, raising the profile of your business by appearing in the media is something that you should seriously consider, the rewards far outweigh the few moments of fear or discomfort you might feel along the way. Come on don't be shy!

Unfortunately, this is a very narrow and misguided view of what public relations can achieve, and approaches the issue from completely the wrong angle.

If you focus solely on your products and services as the core of your communications, rather than the needs of those receiving the messages, the likelihood of you missing the mark completely the majority of the time is very high.

Whether you are communicating directly with your database or you are trying to secure media coverage, making your products and services the focus is doomed to fail.

Instead, you need to work out what your story is. This may sound simple, you make widgets and sell them to a clearly defined target market, right? However, that's not the story that the end user wants to hear. If it's direct communication with clients and prospects, you need to identify an issue or problem that they may have and let them know how you can solve it.

If you're trying to connect with the media, you need to work out the kind of stories that the readers of a particular media outlet like to read. In other words, you need to find out how you fit into their world, not the other way round.

A great example of finding a story to gain coverage is a piece that appeared about a client in the SMH last year. This client is a printing broker but the story he appeared in was about legal issues that small businesses may face, and how they have dealt with them. This topic has absolutely no relevance to my client's service offerings at all, but it just so happens that he had experienced legal issues with previous business partners and could give a personal account of what the journalist was covering.

Following the article, he received phone calls requesting information about his business and also asking him to present at a business networking meeting.

When you're trying to get the attention of the media and your prospects or existing clients, thinking of quirky or left of field anecdotes and experiences that make up the fabric of you and your business is far more interesting than banging on about how great your widgets are.

At a recent Working Women's Network event featuring Angela Vithoulkas, Julia Bickerstaff and Charmaine Papallo of www.babybuds.com.au, our attention was held when the panel related a story to back up their views, and they did it very well.

Try some circular thinking when you want to connect with the media and they may just show some interest.

This particular evening my visitor was here on behalf of a well known car care company, and it was not particularly successful for them for several reasons.

Apart from not being particularly well presented and not offering me any kind of identification, the verbal exchange was not what you'd expect from someone who is likely to make any kind of sale.

When I informed him that I would rather exercise my personal choice and stick with my usual dealer service company he became aggressive and rude and indicated that I may have been less than astute in my consumer choices.

Forgetting that consumers have choice, irrespective of price, is a very big mistake. I am more likely to stay with a brand that I know, like and trust, and simply turning up at my door with a slim promise of being cheaper isn't likely to be enough to sway me.

My main concern about this whole exchange was that this person was representing a company and that company seemed to have no measure, or possibly interest, in the people who were out on the streets giving their brand a very bad reputation. Perhaps this explains their demise earlier this year.

Making sure that whoever represents your brand follows your philosophies, morals and goals is vital.

Myer struck gold when they chose Jennifer Hawkins to represent their brand. She oozes style, beauty and great moral values, much as Deborah Hutton did before her, and depicts exactly the brand image that is right for them.

Whether you have a ‘face' to represent your brand, your staff members are dealing with customers, you have people representing you in the social media sphere or you hire consultants to market and sell your brand, I think it is so important to make sure that their values align with yours to avoid expensive and potentially brand-damaging issues.

I'd be interested to hear your thoughts.

Keep communicating!

Karen

I was recently thinking about the people I connect with and how, generally, people gravitate to those who have similar values, philosophies and interests. Obviously this is a natural human trait and I'm not going to suggest that we can operate as societies in any other way.

Even in your online social networks such as Twitter, Facebook and Linked In, you may connect with thousands of different people but you tend to interact mostly with those who are most like you and share your interests, views and values.

But, when it comes to communicating about your products and services you can't just have a picture of a market filled with people just like you.

As a PR consultant I obviously create communication strategies for a wide variety of businesses with an equally wide variety of target markets, many of whom have very little in common with me personally. For me to be effective in what I produce I have to use what Terry Hawkins refers to often, empathy. This is critical in ensuring you get the messages right.

VB, in their Every Man ad, totally summarises my point that, depending on your products and services, cashed up bogans, blokes punching above their weight and many others who can be grouped into different categories that you wouldn't put yourself in, can be your clients too.

So, when you are considering your advertising, PR and communication messages you either need to create something that will appeal to all possible groups or create several different campaigns that are targeted specifically to different groups.

Either way, forgetting the cashed up bogans could leave a gaping hole in your success.

Keep communicating!

Karen

I've always had an interest in communication and connecting with people so it's no surprise that I work in the industry that I do. However, one of my most recent passions has been discovering the power of social media and online communication. If you've ever read any of my blogposts at the Working Women's Network or ask my lovely friends over at Flying Solo, you'll be aware that I can harp on (or more likely tweet on) about it all day.

It's a basic fact that a business grows through the connections it makes with suppliers, clients, colleagues and the community. Traditionally public relations professionals have helped to facilitate these connections through traditional media such as newspapers, magazines, tv and radio. But, increasingly, the target market for a business is much more accessible and can actually be engaged in a discussion that leads to the basis for a relationship.

In his conversation-provoking post on Mumbrella on 23^rd September, Tim Burrowes raises the issue of public relations consultants ignoring online journalists and only favouring traditional media. In my comment in reply to that post I suggested that this approach was more a reflection of how engaged a PR consultant is in the social media sphere. To really understand the value of online communication and engagement, you really have to be a part of the online community and spend time learning about where the conversations are taking place and finding communities that are relevant your world or your clients' worlds.

And, with the vast array of tools available to monitor discussions about your brand and products, as well to measure effective reach through online publications, it is a market you can't afford to ignore. As Iggy Pintado said at the recent Flying Solo LIVE! conference, you have to go to where your market meets.

Obviously, traditional media is still a vital part of communicating with your target market, and I actually think it would be sad to see it completely replaced, as the combination of online and offline strategies can produce incredible results by appealing to the widest range of people. But, by ignoring the huge influence some online bloggers and journalists have over their large readership would be a disservice to a client and a brand.

Much of the discussion on the Mumbrella post was given over to results in the form of how many visitors a site gets or being able to show an article and accompanying photo to your creative director or client. In my opinion, whilst figures are important, the ‘results' aren't the coverage but what a business gains from the coverage, whether it's online or offline.

Keep communicating!

Karen