How to create a positive spin for your business

Written on the 9th of March 2009 by Melanie Kent - Good Onya Australia's PR Gun

Media Trainer and former Channel Nine journalist Melanie Kent looks at how businesses can create positive media exposure and beat negative press.

There’s no better time to focus on positive success stories, than in the midst of the doom and gloom of the current economic climate.

Among the dire predictions and negative press, an optimistic yarn about your company can be just the thing to kick-start enquiries and increase business in these uncertain times.

As a media trainer, I have witnessed clients increase their inquiries overnight with some clever PR and the right skills to handle the media exposure when it lands on their doorstep.
   
To ensure your business is equipped to handle the media, key spokespeople in your organisation should be trained to take media attention and not only run with it, but make sure the spin is as positive as possible.

The ability to minimise negative coverage and steer the media to generate positive exposure for your company can be as crucial as the ability to maintain customer service and staff morale, and can help to increase both.

So what are the key ways your business can promote their business in the media:

• Talk about your successes: Let the media know when you finish a project, win a big contract, increase your sales or reduce your carbon emissions.
• Focus on your point of difference: Find the stories within your company that make it stand out.  These might focus on individuals with your team or perhaps a service or product unique to your business.
• Understand the media: Research the media you are aiming to engage and ensure that you consider deadlines, upcoming features.  Look at the usual format of the publication or program and consider where your story would fit and who the best person is to receive it.
• Get professional media training: Training of spokespeople and those likely to encounter the media within your business should be considered essential.  The ability to handle media exposure