There are more media outlets available than ever before to help businesses boost their presence and outperform their competitors. And while we all know that it’s important to build better connections with our customers, employees and potential investors, how do you do publicity if you really don’t like being in the spotlight?
Here’s the FIG guide to help business leaders bang the drum when they’d prefer to stay low-profile.
It doesn’t have to be about you
Raising your firm’s profile doesn’t mean it has to be about you if you don’t like shouting about yourself (although personal stories are always interesting). You can easily build visibility by talking about your company mission, your unique strengths, your great employees and your loyal customers. Just be yourself. Be honest. Be authentic.
Don’t feel you need to be overtly salesy
If you’re aiming to be build a credible presence in your sector, the good news is that you don’t have to enter into a full-blown sales pitch. You don’t need an agenda, you just need to create content that shows people what you are about and tells them how you can help them solve a particular problem. Whatever it is that you need to promote, share the story that will resonate with your audience. Let you passion shine through.
Contrary to what you may think, the press aren’t there to catch people out, but that doesn’t mean you shouldn’t be prepared if you ever have to speak to a journalist. Most of them are friendly and approachable, but it’s worth planning what you’d like to say before speaking to them. Prepare some key messages, concentrating on the main benefits of your offering and why people need it.
Just like it takes a while to build a reputation, it takes time to feel at ease with publicity. Work on creating a short press release, a blog or a social media post that you are comfortable putting your name to and monitor your audience for their reaction. By getting to know them better, you’ll soon be able to create content that appeals to them.
It may not feel natural to ‘put yourself out there’ but it is worth being co-operative with the media if they approach you. You have a better chance of getting your message across if you say or write something in your own words and the press are likely to be more favourable towards you if you help them.
Share the limelight
If being the centre of attention just isn’t for you, then share the limelight with your team and delegate some tasks to other people. Marketing and communications is a company-wide activity, not just one person’s responsibility, so build a team of like-minded people you trust to say the right thing.
There are times when a business leader may need to be a visible spokesperson for their company, such as when launching a major new brand, product or service, when seeking new investment or selling a business. A prominent leader can really help to boost a brand, influence an audience and inspire action, but if the thought of promotion makes you feel nervous, don’t be afraid to ask for help.
At FIG, we’ve coached many people and helped them become more comfortable about self-publicity. Why not get in touch with us on 01457 857111, or email us at [email protected] to find out more?
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