How should entrepreneurs behave towards the media? Many are fearful of public exposure, and avoid contact at all costs. They prefer to remain anonymous and private. Others, for instance the participants in shows such as Dragons’ Den or Undercover Boss, relish the media’s embrace as a new career. They love the publicity, and no doubt believe it helps their businesses.
I always took the view that public relations has two great advantages over advertising: first, it is free; and second, that editorial copy has more impact and credibility than paid-for messages. So from the age of 18 I have been willing to encourage publicity for my ventures by engaging with journalists.
Now, I come from a family of people who write for newspapers, so perhaps I was always fairly confident when talking to reporters – perhaps too confident on occasion. Unfortunately, I have given my share of bad interviews, suffered (what I consider) hatchet jobs and made some terrible broadcasts. These are the sort of experiences that put so many business owners off any contact with the fourth estate.