(The following article is excerpted from a talk given by Andy Beaupre in January 2002 at the Technology Capital Network at MIT.)  

Tip # 1: Forget about visionary ideas and hype. It’s all about real products, real customers and predictable financial performance.
 
Euphoria has been replaced with pragmatism. Hype is dead. Substance is king. The media hasn’t been this skeptical in a long while. Reporters are impatient. Publications are hurting. There is a widespread unwillingness to believe. Cool, awesome and wow have been replaced with truth, trust and accountability.
 
What this adds up to: Emphasize things that reflect substance. Lower expectations a notch or two. Be more patient. Be a better listener.
 
Tip #2: What you say and how you say it has never been more important.
 
Language – the right language – makes all the difference. Getting everyone in your company on the same page creates a powerful consensus, uniting everyone under one banner. And creating positioning and messaging based in competitive reality is the most important step in building belief with media and industry analysts.
 
What this adds up to: if you can, enlist the help of outside experts to help you position, differentiate and message-enable your company. Throw out stilted language. Avoid inwardly focused chest-thumping at all costs. Stand for – and become known for – one thing. That’s how the great brands are always built.


Tip # 3: You don’t deserve great media coverage, you earn it.
 
In most cases, busy editors are not eager to hear your story. They won’t instantly believe  your company is newsworthy. You’ve got to earn that trust by constantly proving what you say is true.
 
What this adds up to: Show your product, don’t talk about it. Provide media customer contacts who can validate what you’ve been saying. Get your products involved in competitive bake-offs.

Tip # 4: Write like a reporter, not an engineer.
 
Many companies forget or mistakenly believe a reporter is similar to a customer. They’re not. Most don’t have EE degrees, they have English degrees. If your technology product or service isn’t geared for the mass market, then most non-trade media reporters won’t ever see, touch, use or buy it. Most will not relate to it.
 
What this adds up to: Figure out a way to talk about your company so your message is instantly understood. Cut out the technical gobbledygook. Break through the media morass with simplicity.
 
Tip # 5: Personalize the people who founded and run your company.

Business press likes to talk about the people behind companies. But they don’t do it in the usual way.
 
What this adds up to: Go beyond the usual. Don’t just talk about the educational degrees your executives earned and where they went to school and what jobs they’ve had. Deep-interview them , ask a lot of questions and pull out the “up close and personal” angles that will get the business press interested. Uncover the hidden stories.
 
Tip # 6: Throw myopia out the window and think bigger picture.

When it comes to creating media interest, remember that it’s not just about your company or products. It’s also about how they fit into a complex ecosystem in a meaningful way. Think about what’s happening “out there,” in your industry and markets. Then tie your story into these bigger picture events.
 
What this adds up to: When you write a news release about your new software version, pick one attribute that will be perceived as “hot and timely” by a reporter and emphasize this instead of going on about 15 different things. Ponder current issues and trends, and invest the time to create platforms that address your viewpoints. Talk customer benefits not tech talk. Link your company with other companies so you don’t stand alone.
 
Tip #7: Create two-way rapport with media and analysts.
 
You have to make your media/analyst relationships mutually beneficial. Invest in relationships with press and analysts like you would a customer. You don’t sell your product in one try, it takes many tries. This holds true for media and analysts. They will remember the people they know and trust.
 
What this adds up to: Help out a reporter by giving him/her an interesting tip. Let them break your story first online to beat out the competition. Spend money with an analyst. Call them when you don’t want anything. And one more thing: try not to be elitist with reporters, i.e., believing that a particular publication or reporter isn’t worthy of your time… remember that today’s regional daily newspaper beat reporter will become tomorrow’s major business magazine Bureau Chief. Many relationships last a lifetime. Invest the time. Put your ego on the shelf.
 
Tip #8: Be conscious of every impression you make.
 
The way you do all the little things you do each and every day add up and create a lasting impression.
 
What this adds up to: At the end of the day, all you’ve really got is your reputation. Protect it and nurture it at all cost. It will always be your most valuable asset. Keep promises. Get back to a reporter instead of dropping the ball. Make sure your news release is free of typos. Take time to read what a reporter is writing about. Return phone calls and emails promptly.
 
Tip #9: Don’t just rely on traditional media to create belief in your company.
 
While times have gotten tougher for print media, the good news is there have never been more opportunities to make a favorable impression. Spread your wings. Think beyond the obvious. Look for ways to extend your visibility. Brainstorm fresh ideas.
 
What this adds up to: Embrace the vast world of online media. Invest time in making your web site – your # 1 business card – the best it can be. Get your key spokespersons out there to speak consistently at industry forums. Leverage partner events. Create an e-newsletter. Narrowcast your messages via webcasting. Get your company involved in pro bono activities. Support or sponsor something meaningful outside of your industry to rally your troops and build a perception that your company stands for more than just making money.
 
Tip #10: Make sure your PR program delivers quantifiable returns.
 
What’s the hottest topic in PR right now? Measuring public relations effectiveness and proving Return On Investment. Every PR program must include the ability to measure success. If you don’t do this then you are wasting time, money and resources (read the related story in this issue, “PR ROI”).
 
What this adds up to: Create specific instead of general objectives. Don’t just measure the quantity and frequency of coverage, also measure the breadth and quality of coverage. Measure whether your key messages are getting picked up. Measure how your company is perceived by media and analysts… is it positive, neutral or negative? Measure your momentum, is it building or stagnating? And measure how fundamental attitudes about your company are shifting over time with key influencers.
 
That’s it folks. Remember these 10 tips and your public relations program will be measurably improved without spending a dime.