Given the renown that comes with a weekly column covering business topics, executives, business owners, and entrepreneurs will approach and seek positive coverage of themselves or their businesses. In their effort to get what they hope will pass as unbiased endorsement for their products, their derring-do, or some other aspect of their business, the inquisitor will assume that all that they need to do is make the request and their story will be told. Of course, that is not at all the case. Journalists have a job to do and recognizing how you as a small business owner can help them accomplish their job will go much further in gaining exposure or coverage than merely asking for a positive story.

Understand Their Reality

The reporter has a role to fulfill and that is to attract the interest of those that read/view/subscribe to their publication, show, blog, etc. It is not to give out free publicity. If a company wants to control the message, they should buy advertising. A reporter is interested in a story that shares facts, opinions, or insights important to the constituency that pays for the service, and not of the people covered in the story. Journalists will often seek input on story ideas and rely on others to provide direction on interesting developments - which is where the small business owner can be of assistance, but the story is the goal and not the indiscriminate doling out of free publicity.

Know The Landscape

Before approaching a

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journalist be certain you understand what topics, industries, or issues they typically write about. If you are about to launch a new beverage product, it makes little sense to pitch an idea for a story in the Sports section, unless the product replenishes nutrients, has an endorsement from a famous athlete or coach, or some other tie-in to sports. Otherwise, it is best presented to the Business Editor or perhaps the Editor of the section that addresses Home Life, Parenting, or other related topics. Additionally, take note of how the journalist typically covers topics. A reporter that is cynical or sarcastic will not likely change styles to accommodate a business owner seeking positive Public Relations type coverage. Tim Russert's interviewing style is vastly different than what passes for an interview on Entertainment Tonight.

Don't Sugar Coat It

If approached by a reporter, or even if the business owner solicited the coverage by generating the story idea; the tendency for the interviewee is far too often to brag or expand upon the truth. Journalists will not use quotes using boasts or self idolization. The media is not in business to promote your business. They seek to tell a story. At times, it may be a human interest story, and at times it may be more hard-hitting news. But, it is always their readers, subscribers, or viewers that come first and not the wants of the interviewee. Just as surely as the superlatives for one's own work will be cut from a story, so too will the attacks on competitors. Rarely, will a story run that includes unsubstantiated insults and attacks on a competitor. Genuine differences between competitors are sought, but not personal attacks.

The Record

Perhaps we have all seen too many movies or read too many books where someone will utter the phrase, "off the record" before they answer a question. It is best to assume that anything said to a reporter will be "on the record" and then one does not have to worry about something being leaked or shared when it was not intended to be shared. Keep in mind that most reporters want the insights, perspectives, or ideas that will make the article compelling and of interest. It is their preference that the quotes be attributed to a specific person. While certain media will permit anonymous sources, the overwhelming preference is that quotes be identified with the person who offered them. For that reason, be conversational with the media, but don't share information that you will regret being associated with having shared.

Leave The Stand-Up To Professionals

Being humorous is difficult enough when people can see your face, gestures, posture or hear the tone in your voice. It does not often translate as well when people only have the words in front of them to judge intent. Sarcasm may be a strength of yours, but it likely will not be read or seen as such without the benefit of having heard or seen you as you spoke.

Control of Message

Few reputable journalists will permit an interviewee to preview an article or segment before it is run. On the one hand, the journalist is way too busy to comply, and on the other hand it communicates one of two things; you don't trust the reporter to get it right or you are so controlling of your image that you fear reprisal. Neither of those traits will endear you to the reporter. Personally, I have had occasion to read a quote attributed to me that was not at all what I had said. In one example, I was working with a client and a reporter asked me for an opinion of their sales force's skills. My comment was that they are a progressive firm that is seeking to extend their world class heritage. The quote ran as "Consultant says they are Old-School and looking to improve." While outraged at the twisting of words, it is part of the deal one accepts when dealing with the media. Most are ethical and wish to represent correctly. Some have their own agendas. Doing research upfront would have helped me to know that this reporter preferred the controversial to the more mundane.

Have A Story Line

Reporters are in the story business. When offering a story idea to a journalist provide a 'hook" or a reason why this is worth their time to pursue. Gaining a new client is rarely reason enough to garner media attention for most businesses - unless there is a connection to local interests. More jobs, new plants, or innovative technology employed are stories worth sharing. Company XYZ lands a big contract is not a story worth chasing. Linking a corporate even to holidays, sharing results of surveys, or spotlighting an employee who has overcome odds to succeed make potential story topics on the human interest side. Claiming to be a fun place to work or an overall good person rarely will gain interest.

Be A Source

Keep in mind that journalists are always on the hunt for a story. Develop relationships with them by sharing insights or giving them a heads-up when certain industry events are about to happen or provide background information for them to use is likely going to result in their willingness to quote you as an expert or an informed insider when the opportunity arises. Only coming to a journalist when you have a need that you expect to have met, without having given anything in return will likely not be met with as much enthusiasm by the reporter.

Keep in mind that getting quoted or covered in a story is not intended to be free advertising for you or your business. While the value of appearing in a story is significant, and marketing campaigns can include copies or links to the story, the overarching goal of the media is to report credibly on an event or happening. It is not to do your marketing for you. Being aware of how to build market presence through the media is an important component to many entrepreneurs' success, but it will be more likely to be effective if used correctly.

David Zahn is a serial entrepreneur and consultant to Fortune 100 businesses (www.zahnconsulting.com) as well as entrepreneurial startups (www.startupbuilder.com).

The opinions expressed are the author's and not necessarily those of connpost.com. Please direct comments to cdauber@ctpost.com.