Toot Your Own Horn Or Theyll Use It As A Spittoon," Says Los Angeles Media Expert

National Media Writer George McQuade plans to speak to the LA chapter of Service Corps of Retired Executives, which guides budding entrepreneurs with real-world advice for starting and managing a small business.

(PRWEB) September 15, 2004 -- There are tons of newsworthy achievements, services and products with which a business can capture a journalists attention," said Executive Vice President George McQuade, MAYO Communications (www.MayoCommunications.com), a full service Los Angeles public relations firm, who is scheduled to speak at the Los Angeles Chapter of the Service Corps of Retire Executives (SCORE), Tuesday, 10 a.m., September 21, 2004, 10:00 a.m., on Creating A Buzz For Your Business, PR 101." The event takes place at the Westside Pavilion Shopping Center, 3rd Floor Meeting room, (behind the Food Court), 10800 West Pico Boulevard, Los Angeles, CA 90064.

Creating a media buzz for your business depends almost entirely on your ability to know your media outlets, and build relationships with them. "For example, you can get some very powerful coverage from the Wall Street Journal. If you pitch Weekend Journal reporter Lauren Mechling a funny or interesting story that focuses on social situations. She likes stuff that is off-the-wall lifestyle and might be an entertaining trend. Anything that stands out and carries the element of surprise also has a good shot," McQuade explained.

He noted that the story has to be part of a bigger picture. "For example, if you have a client or your business invests in property in Mexico City and someone starts leasing out to others illegally and it happens in another country, the trend my be a warning with a message for foreign investors like 'beware of purchasing property abroad.' She loves it when people send her an email pitch that says something like 'I have a great Weekend Journal idea for your paper,' rather than Im trying to get media coverage for my company or client," he explained.

Mc Quade said he can count on his fingers the number of corporate and government CEO's and managers who really believe that the media is out to get them. "Truth is, theyre not. Journalists are only out to get their story. Most reporters have no interest in making you look bad, but they do look for controversy, which often stems from misinformation from people with their own agenda or the company's competition. This is one more reason to return media phone calls so you can set the record straight. Reporters who earn reputations as being too unfair will find it increasingly difficult to get those great interviews, and therefore, the good stories. Building a solid media relationship is critical to surviving any company crisis, too," he said.

An editor will tell you that controversy makes for more interesting stories; however reporters who research one side of an issue without seeking an opposing view aren't doing their jobs-and may even lose them McQuade noted. "In any credible newsroom, a story without of balance won't make it past the first editor, let alone his assistant."    

In other words, to make the media work for you, you need to it work for the media. Fulfill a reporters need by helping him or her to create a story that not only fits your business, but fulfills their assignment. For example, when a breaking story on a new product or crisis is reported, editors search for people who can talk about them from prevention to just to simplifying how a process or product works.

"When former President Ronald Reagan died journalists scrambled for experts or doctors who could talk about Alzheimer's disease.," McQuade said. "Exposing your company to the media is one of the most valuable things your company can do. You educate customers, stakeholders, prospects and other important audiences on your company, your product, service and, and you get them to start talking about them."

"Its highly unfortunate, but the media is literally the last concern nonprofits, new business startups and big corporations think about until it is too late, and when a crisis strikes or when the media is interested in investigating a CEO or company, they're not prepared, and consequently, miss out on a golden opportunity," said McQuade.

In addition to building long-standing and rewarding (the operative word) relationships with the media, Mc Quade believes that you need to know your media outlets.

• The Internet - one of the most under utilized communications is your website, search engines, directories and there is a lot of free services for websites, directories and small business.

• Newsletters/ezines (electronic newsletters) help announce business developments and activities

• Public Speaking - When you speak on current issues or "hot button" topics at a business luncheon or event you're making your company and yourself newsworthy.

• News releases and a calendar of events about your company or activities alert editors about your company and you become a future resource.

• Word of Mouth - mixers, meetings, toastmasters, fundraisers and other business events you're invited to are great places to create a buzz about your business and activities your involved in."

"Another great way to pickup new business and partners is sign up for something unrelated to your business," said Mc Quade. "Why? You get an outside perspective no one else can give you. For example, not only did I join Entertainment Publicists Professional Society two years ago, Im now a board member on the inside of Hollywood trends and new business. Those are connections we never had before.

"And last weekend I signed up for Actors Alliance, which meets once a month in Beverly Hills and includes, producers, writers, actors and actresses, who are known and unknown with a common bonding. Its a great way to network in Hollywood circles. We met an actor who was starving and spoke the crowd of 50 people how he sent around pictures of him as rough person for various bad guy parts and his phone started to ring off the hook. He now stars in two new movies coming out this fall."

When others tell you this is not a good time to pitch the media ask them why? "If there is a big story out there, try to find a link, a hook or a relationship that might work," said McQuade. "The better you know your media options, and know them personally, the better youll be at sparking a long-lasting buzz for your business."

McQuade is also the West Coast Bureau Chief for Jack ODwyer Publications (www.odwyerpr.com), Manhattan, NY, an inside report on media, publicity, public relations and agencies in the U.S. He currently serves as a board member on the Entertainment Publicists Professional Society (EPPS) in Hollywood and is the official EPPS photographer. For more informationa visit: www.MayoCommunications.com.

About MAYO

MAYO Communications is a full service public relations firm with a niche in branding, media training, media placement, damage control and award-winning marketing campaigns that get results. MAYOs clients include Los Angeles County Economic Development Corporation (LAEDC); World Trade Center Assn. Los Angeles/Long Beach and Counterterrorism Expert Elsa Lee to name a few. Last year MAYO added Internet Marketing and Web Design to its portfolio of services.

About SCORE

Executive Service Corps of Retired Executives of Southern California (SCORE), is a 501 (c)(3) nonprofit public benefit organization and has been in business since 1981, and is affiliated with a national network Counselors to Americas Small Business." Executive Service Corps is composed of more than 100 pro bono consultants who represent a wealth of management experience and skills. ESC consultants are retired from senior positions in major corporations, businesses, governmental agencies and nonprofit organizations.

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