It’s easy to think that public relations is just about making the most of the news you have or ‘creating’ news stories that will appeal to the press and media. If you can respond quickly and provide helpful comment then breaking news is a great opportunity to boost your profile. Here are some handy tips to get you thinking about making the most of breaking news.Monitor the news – it’s essential to keep track of the press and media for the stories that are being covered. It’s unlikely that a week will go by without some sort of story appearing that you could contribute to. That means being on top of the news and stories as they appear and develop during the day. It’s not difficult to see the stories that are likely to get coverage over a couple of days.Act quickly – the important thing is to spot a story and then act on it. The quicker you are in contacting the relevant journalist with useful comment or material then the more likely it will be that your efforts will pay off. The world of press and media moves quickly so you need to do the same. You’ll also need to consider the deadlines that journalists are working to. The 24 hour news channels mean that there is now much more scope for providing expert comment on the back of a news story. They have air time to fill and will be grateful if you can help them do that. Also, don’t forget that many of the stories that appear in the Sunday newspapers are the week’s stories in more detail with additional comment – that gives you a great opportunity.Help to push on the story – ensure that what you contribute provides useful information, can look at the story from a different perspective, help to move the story on etc. The audience wants to be informed and your job is to help achieve that. It’s no good approaching a journalist about a business story saying that you are a business coach – you need to be very specific, in relation to the story, about what you can contribute.Make yourself available – if you want to raise your profile on the back of someone else’s news then you need to put time aside to do that. It can be disruptive because it’s not planned. Before approaching any journalist be clear that you can contribute time to follow through. If you are successful in your efforts then that may include travelling to a studio, doing interviews etc and that all takes time and effort. In advance of an interview you may also want to seek the services of a media trainer to help you prepare. This is a good idea particularly if you haven’t done much press and media work.Build relationships – approaching journalists on the back of breaking news also provides you with a great opportunity to build relationships with journalists covering your interest area. Find out the type of stories they are interested in and whether you can help them on other stories. Also, if you do a good job then it gives you scope for getting them to put you in their ‘little black book’ of contacts for future stories – that’s what you really need to achieve.Become an expert – there are two ways to generate opportunities for comment and interview on the back of news stories. One way is to contact journalists. The other is for them to contact you. In an ideal world you should probably do both. There are databases such as Expert Sources where you can list your details for a paid-for subscription. Journalists use it to find experts to provide comment for the stories they are working on.Commenting on the back of other people’s news is a great way to build your profile and get exposure to key audiences. It is also an important way to build you profile while keeping your costs down. If you can build a reputation for providing useful and insightful comment then you will quickly find that journalists will come back to you time and again.

Marketing, public relations and business development or sales are not necessarily strengths of most owners. However, if you believe in the product or service you are providing, you owe it to yourself and your business to deliver that message personally. One of the most valuable roles a business owner can play is to get out of the office and promote the business to customers, prospects, and other stakeholders. It’s time to become the “face” of your business.Remember Dave from the Wendy’s commercials? Dave Thomas successfully put a human face on his business. Even after his death, folks remember the successful advertising campaign that made him the face of Wendy’s restaurants. What about Suzanne Sommers, Jaclyn Smith, Ron Perillo, and one of my all time favorites – Frank Purdue? Remember them? They all became and still are the faces of their businesses – jewelry & food products, budget clothing, travel and chickens. The sons of Perillo and Purdue have continued the legacy of their fathers and have become the new faces of their companies.No Secret Recipe NeededThere is no secret formula and you don’t have to be a ‘talk to everybody’ extrovert to be your company’s best marketing tool. You don’t need to be or become a celebrity. Many owners get started by simply increasing the time they spend with customers.If you own a retail business, get out on the sales floor or go along when a customer takes delivery. Some of the most popular restaurants are those in which the chef interacts with patrons instead of staying behind those swinging doors. Learning what customers like and dislike is time well spent. Plus they’ll remember the personal attention they received.Personal involvement is also important in business-to-business services. For example, Mike is the owner of a small commercial construction firm. Even though he has excellent foremen and project managers, Mike periodically attends weekly progress meetings with the customer’s project manager. They all know Mike and have developed a personal relationship with him, the owner, which creates goodwill for the business. He knows their concerns. It is no wonder that Mike’s company keeps getting repeat business even when he isn’t the lowest bidder.Another strategy is to join a business owners’ networking group. These groups are great places for meeting prospects and trading leads. Participating in community organizations can reap similar benefits. All things being equal, people just like doing business with people they know.Capitalize On Your ExpertiseBecoming prominent in one’s industry is also an effective way to bring in new business. Look for opportunities to take on a leadership role in a trade association or other industry group. Make yourself available as a speaker on topics related to your business. Contribute articles to publications targeted toward your customer base. You might even follow in the footsteps of Dave from Wendy’s or Frank Purdue. Under the right circumstances, you may, personally, become an effective part of your company’s advertising.If this all just seems like common sense, it is. Unfortunately, many owners don’t take the time or make the effort. Get to know your customers, prospects, and community and let them get to know you. They’ll know you care about their needs and the success of your business. You’ll have your finger on the pulse of the marketplace and be ready to take advantage of the opportunities that come along.