Avionics News July 2014 - 67

REMEDIAL MEDIA RELATIONS:
HOW TO IMPROVE YOUR GRADE
A few years ago, I was assigned to write a profile of an aviation company for a
magazine that specialized in a certain type of airplane. Typically, I am not given a
contact name, but when I tell the person who answers the phone why I'm calling,
I am usually transferred to a marketing person, the sales manager, or sometimes
the owner or president. On this particular day, it was clear the person answering
the phone didn't understand why I was calling. I was put on hold, and a minute
or so later, a woman curtly asked, "May I help you?" in a tone that was clear she
had no particular interest in helping me.
When I explained again why I was calling, she proudly and defiantly said, "We
don't cooperate with the media." It was a preposterous thing to say, but I imagine
that back in 1982, some magazine got some fact wrong about the company and
they have hated the media - even the aviation media - ever since.
Just out of curiosity, I asked why they "don't cooperate with the media." Her
arrogant answer was, "That's company policy." At that point, I had to bite my
tongue and remind myself that I represent the magazine and not just myself. I had
to remain polite, so I thanked her and moved on.
But what a lost opportunity this was for the company. It could have had a positive story published to attract new customers and reinforce the loyalty of old ones.
The profile could have been posted online and linked to social media outlets. It
could have motivated the employees, been posted on the office bulletin board,
republished in the local airport's newsletter, sent to reporters of local media, distributed to the company's vendors, or used as marketing material at industry trade
shows. So much could have been made of one simple profile.
Hopefully, your company doesn't have this F-minus view on media relations.
Your media relations program starts with your media list. The best news
release in the world is useless if it's not reaching the right people. I still receive
news releases from a magazine I wrote for a dozen years ago. That media list has
dust and whiskers, but your media list and news releases are only a fraction of
your media relations strategy.
There's nothing an editor likes more than when an industry expert comments
about a particular article. Of course, you don't have time to read every word of
every aviation magazine and website, but you do have time to be familiar with
the features, departments and focus of each. Actually, reading or scrolling through
a publication will give you a basis of discussion when you meet a writer or editor.
What surprises many folks is how accessible the aviation media are. It is totally acceptable for you to pick up the phone and introduce yourself to start building
a relationship. Seek out the media at a trade show. Provide them with news tips,
story ideas or interesting photos, and you'll soon find yourself someone they can
rely upon.
What else? More and more, providing your own publication-quality photos
will boost the amount of space you'll get if a story is being written about you.
Forget the 1980s-era corporate headshots. Have your senior executives photographed in and around airplanes, or in and around avionics equipment. Show
people doing something in your photos. Remember the photo mantra: A good
photo can turn a small mention into a big mention, a small story into a big story,
and a big story into a cover story. Hiring a professional photographer at least once
a year should be in everyone's marketing budget.
Finally, be proactive. Don't sit back with your arms folded, waiting to be discovered. Pick up the phone and make contact. Be an idea person. Have your news
release program be an ongoing one where you make announcements that are real
news. Soon enough, you'll be an A student when it comes to media relations. q

WHEN A
PUBLICATION
GOOFS
It happens at even the best
magazines and industry publications: something is misspelled,
a phone number is wrong or a
fact is in error. If that happens
to you in coverage about your
company, hold off with the dramatics. Forget the "We're canceling our advertising" threats.
Here's a secret: That threat
actually hurts you more than it
helps you.
Instead, simply let the publication know about the factual
error in a calm, professional
way. I can almost guarantee
you'll end up with more coverage with the publication after
professionally correcting the
error. Everyone ends up happy.
The truth is that editors care
a great deal when a mistake is
made. A writer-friend recently
told me he spelled Bonanza
wrong in a headline, and he still
remembers it 30 years later. I
remember when turbulence
was spelled turbulance in an
issue of a magazine where I
worked. It's embarrassing for all
concerned. Factual errors are
taken very seriously.
Hopefully, it won't happen to
you. But if a publication makes
an error, stay calm and professional to ensure it's properly
addressed by the editor. q
avionics news

*

july

2014

67



Avionics News July 2014

Table of Contents for the Digital Edition of Avionics News July 2014

Avionics News July 2014 - Intro
Avionics News July 2014 - Cover1
Avionics News July 2014 - Cover2
Avionics News July 2014 - 1
Avionics News July 2014 - 2
Avionics News July 2014 - 3
Avionics News July 2014 - 4
Avionics News July 2014 - 5
Avionics News July 2014 - 6
Avionics News July 2014 - 7
Avionics News July 2014 - 8
Avionics News July 2014 - 9
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Avionics News July 2014 - 11
Avionics News July 2014 - 12
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Avionics News July 2014 - 18
Avionics News July 2014 - 19
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Avionics News July 2014 - 23
Avionics News July 2014 - 24
Avionics News July 2014 - 25
Avionics News July 2014 - 26
Avionics News July 2014 - 27
Avionics News July 2014 - 28
Avionics News July 2014 - 29
Avionics News July 2014 - 30
Avionics News July 2014 - 31
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Avionics News July 2014 - 33
Avionics News July 2014 - 34
Avionics News July 2014 - 35
Avionics News July 2014 - 36
Avionics News July 2014 - 37
Avionics News July 2014 - 38
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Avionics News July 2014 - 40
Avionics News July 2014 - 41
Avionics News July 2014 - 42
Avionics News July 2014 - 43
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Avionics News July 2014 - 48
Avionics News July 2014 - 49
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Avionics News July 2014 - 53
Avionics News July 2014 - 54
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Avionics News July 2014 - 67
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Avionics News July 2014 - Cover3
Avionics News July 2014 - Cover4
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