Open Communication
I can’t speak on behalf of every magazine reporter, editor and photographer, but I can tell you what I think. When something happens and you want the media to know about it, be sure you let them know.
Though we’re always actively looking for industry news and feature stories, we can’t always know exactly what’s going on with every company. There are hundreds of companies in the fresh-cut industry, and everyone wants to get the word out about their products. And though some do a better job than others, most have marketing and communications specialists on staff. The important thing is to use them.
There are tons of ways to get in touch with us folks in the media. Send us an e-mail. Give us a call. Drop us a press kit in the mail. Find some way to get your message out. E-mail has made sending press releases and new product announcements easier than ever. And just because we don’t call you every month doesn’t mean we don’t want to know what’s going on.
One thing I’ve grown especially fond of is a “New Products” section on a Web site or a “Press Release” section. It also helps to have your phone number readily available. When I do call a company – and I call several a month – I want to have access to your company’s news. There’s nothing more frustrating than trying to find out information about a company and being sent on a wild goose chase.
And when something happens and a company needs to get the news out fast, it helps to have a communication pipeline set up. In a crisis situation, we media members want to be able to find someone who can tell the story. We want access to the person who is intimately involved in the situation. As I was talking to Attorney Bill Marler for my story on food safety, page 14, Bill said “Bad publicity can be just as onerous as a lawsuit.” And this is true. But no publicity can look to the public like bad publicity. When a company isn’t sharing its story, people are going to ask one question: “What are they hiding?”
Besides, wouldn’t it be better for a company to take control of the message they want to get out than to let the media take control. It’s always best for a company to be in charge of its own image – and this is especially imperative in crisis situations. Though the picture the media paints may be 100 percent correct, it may not be the message the company wants out there. A company can control information by being prepared, being honest and being forthcoming with the media. Know what the media needs and know what they expect. And absolutely know who to call when you want to get news out there.
Every PR and communications department should have a list of media contacts readily available. And they should make sure every media person knows where to turn when they’re looking for information.
As editor of a trade publication, my job is to help the industry continue its growth. And I can’t do that without the help of the industry. The partnership between trade publications and the industries they cover is what I love most about my job. And it’s vital for both of us to be successful. And one way to ensure this continued success is to create as open of an environment as possible.
