So you’ve put yourself “out there” with a public relations campaign. Your dealings with media now become critical. Those relationships with media can make or break your public relations efforts. Here’s how to get media to love you:

1. When media calls, stop what you are doing and give them your full attention. That’s right. Maybe you’re having lunch. Or in a meeting. Guess what? The media waits for no one. I advise my clients to tell assistants to interrupt them at any time if media calls.

2. Treat media like gold. Answer their questions in a forthcoming manner, in a respectful, pleasant tone. Do not disparage others and be careful about making negative comments. Do not lie or provide exaggerated claims. Just like you, media people appreciate those who take “high road”.

3. Be realistic about coverage. A reporter can interview you for an hour and you might only have one line in media. Or none. Depending on how story goes or space available or editor’s whim, any of above can happen. The reporters owe you nothing for your time. Take this in stride and be pleasant and understanding in future dealings with them.

4. Lose control. You have control over advertising; you have minimal control over PR. That’s difference between paying for something and not paying for it. A media piece may not contain “story” that you would like covered. It may focus on an angle you don’t like. The reporter determines what angle to use, depending on his/her needs and information you provide. It also probably won’t be 100% accurate. If it is 90% accurate, you’re doing great.

5. Stop complaining. Sometimes, after a phone interview, you will be misquoted. Unless it is truly a libelous or slanderous comment, you should take it in stride. DO NOT decide to complain to reporter, or you will certainly not be getting any press, at least not favorable, in that media again.

6. Give several contact numbers, including day, night and weekend, to media (including mobile, vacation/out-of- town contact info). A member of press could be in a different time zone, or might want to call you before or after your business hours.

However, as an business owner/entrepreneur, telephone is one of single most important tools at your command. The key to getting over your hesitation is to stop thinking about your call as a sales pitch, and instead begin practicing "consultative selling." This means uncovering and filling needs in a friendly, supportive way. For those in lease purchase this is very conducive. We are helping buyers and sellers.

So for those of you in other types of businesses, before you ever pick up telephone to contact a potential customer/prospect, ask yourself, "What does my potential customer/prospect need from me, and what does my company have to offer that will help this potential customer/prospect get what he wants?" Then set a goal for your call that will move potential customer/prospect closer to a buying decision, such as gaining an appointment or preparing a price quote.

According to business owners/entrepreneurs in all types of businesses, one of biggest reasons they hesitate to prospect by telephone is they're unsure of what they should say at outset. A short, three-part opener, including an introduction of yourself and your company and an opening benefit is best way to start.

When introducing your company, be sure you can describe what you do in just a short phrase: "This is Susan DeFiore, of DeFiore Enterprises. We are lease purchase consultants." Now mention benefit: "We can move your home in 30 days or less with lease purchase advantage." By stating your benefit clearly in your opener, you give person a good reason to listen further.