Local media and The 3/50 Project (part 2 of 2)

Okay. Alright. You did it. You managed to get one or more of the local media outlets to do a story about The 3/50 Project, and they’re headed your way. So….now what? How the heck do you assure the accuracy of the story while putting your best foot forward?

There are basically two elements when it comes to dealing with the press regarding The 3/50 Project: (a) introducing them to the story; and (b) knowing what to do when they interview you about the Project. Yesterday’s post focused on the first part, so if you missed it, spin back and check it out.

Today, we’ll jump on what to do after the phone call that begins with ”We’d like to interview you….” Most of the following touches on what to do if they’re sending someone to your place of business (best option), but even if you’re only speaking to them by phone, be sure to check out both 3 and 4 on the list-—they’ll help everyone avoid embarrassing “oops” moments.

1. Invite the reporter to bring cameras to your business
Whether press or television, you WANT THIS. Gets you free coverage while showing off what a lovely place you offer viewers to visit.

2. Be sure The 3/50 Project is visible in your business
Have a stack of flyers on the counter…the window cling on your door…a sign in the window…whatever you can do, do it. Be sure employees know about the Project and are handing flyers to customers with their purchases. If a reporter shows up with a photographer or cameraman, then finds no sign of the Project in the store, you’re deep sixing your credibility, big time.

3. When asked questions about the Project, talk about YOUR experience, not mine
This is your chance to shine. Talk about how the positive impact the Project can have on you…your business…your customers…your community. Talk about the important role local indie business plays in the health of your Main Street, your local charities, and your neighborhoods. Talk about how important customers are in all this. Talk about everything and anything you have first hand experience with.

If the questions get into territory you need to be coached on, however…well, those should come to me. Please, please, please don’t try to wing it, to talk about the history of the Project, or to try to become an expert on the data—that will only get you in hot water, fast, with cameras rolling. Instead, have them contact me (via the Contact page of our site). I’m happy to fill in the gaps.

Translated: If you can’t answer the question in your sleep, hand it off.

4. Before the reporter arrives in your store, print out the media notes so they don’t goof things up
Don’t get me wrong. I love the press coverage we get, every last bit of it. But when I heard a major market evening news reporter refer to us as “The 3 slash 50 Project” more than a half dozen times in one piece, it significantly increased my intake of Pepcid AC.

Before a reporter arrives, please visit the Resources page of our site…scroll down to the section titled “Ads and Media.” Click on the link regarding “media notes.” This will take you to a big, white web page. Print out the web page (media notes, not the Resources page), then give it to the reporter when they arrive. This contains important nuts and bolts to assure the story is reported with accuracy.

If they’re not coming to see you in person, please be sure to tell them about the Ads and Media section of our site so they have everything they need-—media notes and high res images are there for their use.

These four steps will keep you on track, in your element, and out of territory you’re unprepared for. We want you to look confident, relaxed, and upbeat when the camera rolls, after all.

Now…knock ‘em dead!