Founder, Ideamart (S) Pte Ltd

Founder, Ardor LLP

Managing Agent of Romancing Singapore (2005-2007)
Spirit of Enterprise Award 2008 - Honouree

How to work with the media & the press to bring your
business to 2.0?

DIY Public Relations for smart SMEs

Let’s Get to Know
Everyone
 “If you are featured on front page of
the biggest newspaper in your
country, how do you want the
headlines to be like?”
 “If you have a photograph printed in
the front page, what caption would
you like to see?”
Get to know the media peop
who are important to
your program
and “be-friend" them
 updated lists of all media people w
m you deal with
 Send all material to the media
in time to meet their deadlines
Be sure all information you use
GREATis accurate
photos
ays tell the truth to the media.
u can't tell the truth, don't talk and
t get caught "not talking" or
ng "no comment."
mit you don't know
e answer to a question, and
ange to get the
quired information, or
fer them to someone
o can answer
e question
Be "low key" not "hard se
in your media relatio
Realize that you hav
ha
no control ov
the conten
format, timin
or size/tim
of PR messag
lways return reporters' calls prompt
Keep your word when
you promise to give
your story exclusively
to a reporter
Keep your sound bites under 30
seconds.
When a feature is turned down,
try pitching elsewhere
 When a feature is used,
rework it with a new angle and
y to place it with another media/pres
se photography or visuals to enhanc
the possibility of a story being run.
Be sure a "cut line" or caption
with
every photo or graphic you
release
 If you are misquoted,
don't hesitate to let the media
know and
suggest they run a retraction
Do not say anything to the
media
Do not be a pest by repeatedly
calling the media to see if
your story has been accepted