Businesses: Work proactively with media

Many business leaders say they don’t want to be in the spotlight, yet they do want more business.

Businesses need to embrace the news media to reach potential customers and investors, says Kris Cole of Prosek Partners, an international communications firm.

At a recent Public Relations Student Society of America conference in Austin, Texas, Cole talked about how business owners should move past fears of negative coverage and pursue coverage strategically, building relationships with reporters and talking openly whether the news is positive or negative.

If you don’t take control of telling your company’s story, she says, someone else will.

– Rachal Rowat, B2 Communications