All publicity is not good publicity. We have the enviable task of understanding how the media works and how we can use it to reinforce our reputation and influence even as a small business. Carefully considering what is newsworthy is an art in itself and how often do we get it wrong? LOTS!

Just take a look in your local business magazine and see all the ‘publicity’ shots in there from various networking meetings of business people smiling away with the illusion that this is ‘good for business.’ In danger of ‘fame chasing’ this kind of public relations really does nothing to promote your business or you, in fact, its possibly damaging it.

All public relations communications needs to stop nothing short of exceptional. Your news needs to be overwhelmingly interesting, intriguing and exciting. Always ask the question before any release; Is this show stopping? Will it elevate our credibility to the next level. If the answer to both questions is no, then don’t do it.

I’m afraid, the potential customer is bored silly of companies celebrating anniversaries and seeing the same people at networking events straining for the camera shot! A brand new product/service launch that changes things, winning a high profile award, gaining that client you have been wanting to do business with for years, or offering a revolutionary perspective on business is what contemporary public relations is about. Promote your company’s knowledge not your ego.