Boost your media exposure -- for free! (Feature).

• Author: Bates, Suzanne
• Position: Tips for banks on how to improve press relations

Even if your ad and PR budgets have been cut, you still need to generate positive buzz in your market area. The cost-effective approach: Cultivate relationships with reporters from your local newspapers, and radio and television stations. Your return-on-investment could be a windfall of media attention.

The marketing director of a successful regional bank was perplexed. Over the past few years, the bank had opened several new branches and enjoyed a strong reputation among customers. It had a history of participating in the community-- providing substantial construction loans for local projects and donating generously to charities. It had an aggressive advertising and marketing plan. But there was one field it couldn't conquer. Local reporters hardly gave the bank the time of day, no matter how many press releases went out.

Savvy banks sometimes get frustrated in their unending quest for good publicity. Even if they have decided to use PR as part of their business strategy, it might not succeed in getting the bank's name into the newspapers or on radio and TV. And, no matter how much the bank spends on marketing and advertising, the public views those messages skeptically as "bought and paid for."

How do you cultivate news reporters so that they call you when they are developing a story? As a former television news anchor who now coaches executives in media and presentations, I know it's a challenge. But public relations is so valuable, it's worth making the effort needed to obtain it. PR gives you credibility and creates traction for your business plan.

Whether you do it in-house or hire a reputable PR firm--as I have--you'll find that when you get press, the return on investment is tremendous. A well-placed article can become part of your press kit, your website and your marketing materials for years after it first appears.

Also, customers are impressed when they see you quoted. They assume you got the coverage because you're a recognized expert. It's certainly the best way to become one. A well-written article by a noted business reporter allows you to "show your stuff' without having to talk about yourself.

Even if you're working with an effective, reputable PR firm, you still need to do your homework. The more you know about public relations, the better able you'll be to work with that firm to ensure success.

A laughably simple solution

The key to understanding the media is to know that reporters rarely write about a bank; they write...