What Does The Media Say About Your Core Values?
What’s that? The media doesn’t reflect your true culture?
They don’t talk about your core values in the right way, and they got it all wrong! Stop complaining. Do something about it!
Your business just appeared in the local news, but it’s a negative story about greedy processes in your industry. Then, you search online for your name, and the latest television clip pops up with negative remarks about you and positive quotes about the competition.
Ugh! You’ve spent countless hours creating ethical values and a positive culture in your office but it’s not showing up in the media.
What do you do to share your culture and core message effectively?
C: Create the news you want to see!
Write and post blogs, articles, books, videos, press releases, case studies, and other content that represent your true core values and culture. Talk about all of the benefits and solutions you provide and focus on how you help others… not the features and boring services that
you offer.
Note that you may need to hire an outside source (especially an experienced publicist/ghostwriter) to do this for you because you may be too close to the information and miss key points about what’s really happening at
your organization!
O: Obtain contact information for the top media members you want to reach.
This data is available via paid services and conducting online searches. Once you find it, create a database with each media member’s email and snail mail address, phone number, social media profile, and any other important information that you discover.
R: Research each media member on your list.
Look at their previous stories and figure out how you can provide valuable and entertaining information relative to what each of these people specifically want to share with their unique audiences.
Prepare story ideas that correlate information about your values and culture with current events, news, holidays, and more related to their needs.
Then, contact each person on your list, and put their needs first. Introduce yourself and let them know that you can provide interesting story ideas and expert insights specifically for them… now and in the future. Even if they don’t take you up on your offer right away, at least you have started to build a relationship, and they know who you are!
Note that many services boast about how easy it is to get media coverage and syndication. The truth is that it takes time, effort, and expertise to be done correctly. If they don’t have extensive experience here, pass!
E: Encourage your team members to share insights about your core values and culture with others when they communicate in person and online.
No one will know how fantastic your business/office environment is unless you spread the word! Just keep the comments real with stories and personal insights. After all, no one likes to be sold, anything!
Promote Your Culture For Positive Press!
If you haven’t made an effort to share newsworthy and entertaining story ideas and insights about your core values and culture with the press, it’s time to start! Create the content you want to promote, research appropriate media members, and share your unique and valuable information each month. Then, you can increase positive awareness, and everyone will know what your business is truly about!