IT'S ABOUT TIMING PERSERVERANCE NEVER GIVE UP

In fact, most run-to-the-hills at the prospect of something remotely contentious While not for the feint-hearted, pursing this tactic has ensured success and prominence for Charlie Mullins and his business, Pimlico Plumbers, through him being regularly in the media due to his willingness to talk about business and political issues and not just plumbing ones. His firm boasts on its website of being “the most high-profile plumbing company in the world” and says “Public Relations have been key to Pimlico's reputation and presence in London for decades. In a recent interview he is quoted as saying “I’d rather people be talking about me than the plumber up the road… what makes you an ordinary business is sitting on the fence. What makes you a different business, and quite often a better business, is putting your head above the parapet "

Have a cause you are passionate about. If you are passionate about your business that is great (quite frankly there’s a problem if you are not), but being passionate for a cause beyond that is going to dramatically increase your impact.

This could be what drove you to set up your business: for instance, starting a sustainability business because you wanted to protect the environment Or maybe it is a cause you have adopted, such as a local regeneration initiative or campaigning for a change in your industry

The third key step, after knowing the publication and creating a story or viewpoint they are likely to want, is to deal with them in the right way.

Dealing with journalists can be hard work. Part of this is they get so many emails they reply to few of them, and in fact often don’t open many of them. Part of this is that a significant minority get off on feeling important and enjoy being rude to people who call them this was equally true 25 years ago! All I can say if be thick-skinned, don’t sink to their level, and persevere. Nowadays each journalist must write lots of stories each day, so they often hide behind voicemail too.

So, the first rule is perseverance Even if they read your email, no response may mean they did not like it, and it could also equally mean they liked it but were to busy to action it and have since forgotten.

The second element is timing. The media is a “just in time” production process, and journalists aren’t there twiddling their thumbs. Contact them days earlier than you think you need too

No one lost coverage from starting too early, whereas it is commonplace for businesses to get no coverage through missing the boat This is particularly the case where something is time-sensitive, such as commenting on something topical, such as a new law or the Budget.

Get in early, keep trying and don’t give up after a couple of initial knockbacks Building a reputation is a long-term undertaking, but as with most things in business if you approach it with knowledge and passion, your energy will bring results in the end.

Copyright: Originally published in 2019 By Elite Business Magazine

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