Parker PR

I joined a number of people who last night went to the Business Boost IV event, held at Portland College just outside Mansfield.

The hugely popular Business Boost events are organised by Graham Parker PR (and sponsored by chartered certified accountants HewittCard) to do two things.

One, give businesses some valuable information on a particular subject and two, raise money for Macmillan Cancer Research (as part of Graham's quest to raise £68,000 in the memory of his father who died at the age of 68 a couple of years ago).

Last night's event was particularly interesting for me as it was about how to make the media work for businesses; it straddled my journalistic interests and my PR experience and knowledge.

We had a panel of speakers including Richard Baker, a duty editor at the Nottingham Post, Tracy Powell, editor of the Mansfield Chad newspaper, radio specialist Wesley Mallin, and video journalist Peter McNerney from the Yorkshire Post.

I won't go into detail about what was said; suffice to say that was a lot of information for people to get a good feel for what journalists need in order to do their job and for them to manage what was being said about them or their business.

Some great advice from the journalists regarding what news is and how it can be presented, and some great advice and case studies from Graham on how to manage your PR.

Firstly, a lot of businesses and charitable organisations still need to realise that they have a lot of potential news hiding away that would benefit them immensely.

It's difficult, but many should take a step back and look at what they are doing. Quite simply, make a list of what's going on – they'd be surprised really. It may be day-to-day stuff for them but it could be big news.

I suppose many are so focused on doing what they are doing that they sometimes forget to think how they could be better raising their profile and reputation.

And secondly, that there is no need to be afraid of the media. Sounds odd given the enquiry into phone hacking at the moment but having been a regional reporter there's a gulf of difference in how a regional print and broadcast journalist operates and the modus operandi of some members of the national press.

The local media needs content and is interested in what businesses and charities are doing so, when those organisations know what they want to speak about and what messages they are managing, they should speak to the local media.

And here's a key to good PR and working with the media - relationship building is essential. Bury your head in the sand, who's going to know about you/your products/your services? Bury your head in the sand if there's a negative story and people will form their own (often negative and damaging) views.

All in all, an interesting and informative night. I can recommend Graham's Business Boost events and if you've got a spare fiver/tenner/£20 note, here's his Just Giving page:

Thanks Wayne, and if you want to read more of Wayne's stuff, then drop in on his blog here 

Parker PR, is a Public Relations agency based at The Business Place, Langford Road, Mansfield, Nottinghamshire, England, NG19 6QG Telephone 01623 638023

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