Although I will get a lot of chiding from friends and family, I know the importance of cooperating with reporters. I doubt that anyone can really get used to seeing yourself in a newspaper, but a good article about your business helps share ideas that will assist others and allows your firm to provide leadership in your industry.
Is it reasonable to cringe every time that you see yourself in the newspaper?
I knew that there was going to be a story in the Charlotte Business Journal about the leasing activity that at Forest Park, but I was not prepared to see a half body shot of me on the front page of the Commercial Real Estate Leasing Report. I still cringe when I think of it, and wish that there were others on the leasing team standing next to me.
But, the fact of the matter of it is that I cooperated with Will Boye, the writer, and made myself available to the photographer, so I knew it was likely to happen. I often have people comment about seeing my name in the press. Or, friends will chide me about social media posts that we create at Cardinal, so allow me to explain why we do it, and why it is smart for business.
First and foremost: If I had the luxury of making a living, while growing a company that represents something I think is important, without making myself vulnerable to the media, I certainly would do it. Cardinal Partners is an American small business no matter how you define it. Innovation, promotion and risk sets you apart from your competitors in a world of increasing commoditization. Therefore, we have to bootstrap our marketing efforts through social media and friendly relationships with the press corps.
These are tough times for everyone, including reporters: Yesterday a friend in the CRE business said that he never returns calls from reporters “as his policy”. Treat the reporters the same way that you would treat anyone else. No matter who calls, I try to call them back, or have the appropriate person in my office do it, within a reasonable period of time. Everyone knows that giving everyone this type of respect is important and good business. Especially these days.
Develop relationships with the press corps: Get to know the press, and the stories that they are working. When a reporter calls, respect that she is likely on a short time line, so ask, “what type of story are you working on and what is deadline?” They do not always know what direction it is going to take, but if it is a subject that you are not an expert in, refer the reporter to another person that you think may help, or an industry resource that will be of assistance.
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