What To Do When The Only Media Attention You Get Is Bad

There have been 116 homicides in Milwaukee, Wisconsin so far this year. I bet you didn't know that.

But I bet you would know it if every day's newscast brought not only the story about the latest murder, but a reinforcement of the number. And it wouldn't be long until you came to the opinion that hanging out in Milwaukee could be hazardous to your health.

And, what's more important, you could eventually deduce that nothing good ever happens in Milwaukee because people are so busy killing other people. Which, of course, is absolutely incorrect, as there are some incredibly good things happening in Milwaukee and southeast Wisconsin.

While we're betting - I bet you didn't know that there's a country where:

- Virtually every child in the country now has a whole set of textbooks supplied by the U.S. government (even more significant because textbooks were almost nonexistent in this country 2 years ago)

- The U.S. has trained more than 36,000 teachers, and more than 1000 schools are running today because of U.S. assistance

- U.S. aid projects currently supply more than half the people in the country with electricity and more than 2.3 million people in that country get their water from U.S.-supplied projects

- Not a single case of measles has been reported in the last year (formerly one of the leading causes of childhood death in that country)

But I bet you DO know that over 2000 Americans have died in the war in that country, Iraq. (2152 at last count.)

How do you know this? Because other than the current elections, that's almost all you ever see reported about Iraq in the news, complete with websites detailing the numbers and individuals killed, graphics on the nightly news showing the latest count, and regular editorial comments.

We are becoming increasingly convinced that all our people are doing is driving around acting as targets for insurgent attacks.

But the truth is that there is much good that is being done by Americans, coalition countries, and others in rebuilding Iraq, not just from the damage of war, but from the decades of problems prior to both wars.

I'm not trying to get political here, I want our troops home as soon as possible, tomorrow would be great, just like we all do. I'm using this as a current example to introduce a point...

What do you do when the media refuses to say anything good about you, focusing instead, only on the bad?

That's clearly what's going on in Iraq. All we seem to hear about is the latest attacks.

I can't say that I have the definitive solution, as this is a problem which PR seekers have faced for years. If you, however, are facing this situation, here are a few suggestions that will help:

1. Face the facts - recognize that the good things that happen are rarely "news".
Unfortunately, in today's ratings-based and sensationalism-based world, bad news generates more viewers than good.

Simply stated - bad stuff makes news, good calls for paid advertising.

Once you recognize this, and actually budget some money to pay for advertising to communicate your good news, you'll not only relieve some stress in your life, but will get more attention for the good things you're producing.

That said, never stop trying to get publicity for good happenings, simply don't get stressed if it doesn't happen.

2. Make sure that everything you do is always on message, and that message focuses on the good things you're doing.

"Message" refers to the key thing you want to have said about you, no matter what the actual story is addressing. Your job in every media contact, be it a press release, a news interview, or a submitted article, is to make sure that your message gets smoothly integrated into the conversation, so that it gets included in the final reporting.

That's why you see politicians answer questions by saying "What you're really asking is ___________, which I plan to solve by ___________."

For more information on how to identify and communicate your messaging, check out
Creating Powerful Press Releases

3. Use your website and blog to trumpet the good news you want to have conveyed.

Your own websites and blogs are some of the best means you have to communicate a balanced picture of your company. They give you a forum to provide information, influence readers, reply to criticism, and proactively build your position in the marketplace.

A frequently-updated corporate blog is essential to build this credibility so that it's there when you need it. (Check out Blogging For Business for more information)

Another great way to do this is through fact sheets.

One hint - if you want to get coverage on your good news, publish fact sheets on your site frequently, and keep them up to date. I found a great example of a poor job in doing that in my preparation for this story. It's a worthwhile exercise to go to http://usinfo.state.gov/mena/middle_east_north_africa/iraq/iraq_fact.html which contains fact sheets on the good work being done by the U.S. in Iraq. Note the list of fact sheets shown there, and more importantly, the release dates on those sheets. You'll find that these fact sheets are infrequently issued, are weak in content, and do nothing to truly convey the message.

That's no way to fight a propaganda war!

4. Create your own news.
One of the best ways to get coverage for your good news is to do something that makes it newsworthy. Think events, celebrities, tie-ins to local and national news stories, tie-ins to anniversaries, even responses to bad news from other companies ("x company's employees are on strike for the third time in 5 years, while our employees haven't been on strike in over 40 years" - then go on to explain the differences between employee policies at both companies.)

5. Hire a professional.
Sometimes you try and try and simply can't do it yourself. If the return is high enough, that's when you hire a professional. They oftentimes have the contacts, the ideas, and the experience that you simply don't have.

Then, once you hire them, give them the freedom they need to make it happen. Remember, you brought them in because they way you've always done it didn't work. Don't hire them then insist that they do it your way.

For more on how to choose, hire, and work with a professional publicist, check out our report How To Hire A Publicist

Whatever happens, don't give up. Keep pushing, being creative, and looking for new ways to communicate your good news. This is one area where persistence and creativity truly pays off!

Tags: Publicity, Public Relations, Media, Iraq War, U.S. Troops