Giving the media food for thought - advertising a business through newsprint and TV coverage

Nation's Business, Sept, 1996 by John Gottfried

In New York City, an annual advertising budget of $1,000 doesn't go far. Truth be told, when you're looking to buy ad space or hire an advertising agency, it doesn't go anywhere.

Yet $1,000 a year was roughly what my partners, Ned Visser and Andrew Arons, and I had planned as an advertising budget for the three years after we started our business, The Gourmet Garage.

We knew that opening to the public our fine-food warehouse, which previously had been a wholesaler only to New York's top restaurants and chefs, would work. Still, competing for the public's attention against some of the biggest advertisers in the world seemed utterly futile.

Many businesses are in a similar position. The best way to level the playing field, I believe, is through creative use of publicity and promotions. In our case, instead of advertising, we decided to hire a publicist to tell our story to the media.

The cost was considerably more than what we had earmarked for advertising, although a lot less than what it would have taken to mount an effective advertising campaign. The publicist immediately landed us an article in The New York Times which helped bring 1,2000 people through the door on the day we opened the warehouse to the public. The profits were so good that we were able to retain the publicist on a permanent basis.

The proof of the success of this strategy is in the newsprint and TV coverage. We have been written about in publications from Argentina to Norway, appeared numerous times on New York television and radio stations, done some national TV appearances, and have gotten extensive coverange in the food section of The Times.

Since 1992, when we opened, we have quadrupled our space, added a branch store, gone from six to 65 employees, increased creased sales tenfold, and become one of the city's most visible retailers. Our growth has had much to do with the ability to attract media attention.

Effective communication with the media - whether through a publicist or on your own - takes a clear understanding of both your business and the medias. Heres what you need to do:

Recognize that you have a story to tell. Every business has a tale, whether its about how the company started, its employees, a problem it encountered and solved, or what it makes or does.

Know the message you want to communicate, and distill it into a few words. For example: Fine-food wholesaler to New Yorks top chefs now open to the public."

Sell only one story at a time. Press re leases filled with lots of different story ideas don't work. Focus on a single event, idea, or subject.

Learn how to write a press release. Always include answers to journalisms key questions - who, what, where, and when (and sometimes why and how - along with the name and phone number of a contact person. Be creative and interesting. Reporters receive mountains of press releases. Make yours memorable. People Purple Eaters, was the headline of one of our one-page releases that got us national coverage. (The release was about the popularity of purple vegetables.)

Understand what reporters need and what makes a good story. The news media tend to cover what's new. If you have nothing new to announce, look for trends you can identify or can comment on.

Be responsive and follow up. Return reporters phone calls promptly Reporters who are able to reach you when they need help completing a story are more likely to respond positively when you need them.

Know your next step. Use the coverage you get to attract even more coverage, which tends to have an exponential impact on both the public and the media.

When choosing a publicist, look for someone with experience who understands what writers want and need; who has the necessary time and energy; and who knows that his or her job is to help you identify your stories and then to market them to the media. Avoid publicists who believe that public relations and media relations are about "doing lunch."