“The Value of Public Relations - Promoting Your Business, Clients and Nonprofits”: Veteran Broadcaster and Media Guru George McQuade Speaks In Beverly Hills
George McQuade, who is addressed the Beverly Hills Rotarian’s Luncheon today (Monday), said corporate and nonprofit groups misunderstand the media, which can help you or hurt you
Beverly Hills, CA (PRWeb) February 27, 2007 — “The media is in the business of telling stories, not promoting companies, products or nonprofits,” Media Guru George McQuade, vice president, MAYO Communications, Los Angeles told crowd of Rotary Club of Beverly Hills noon luncheon today (Monday, Feb. 26, 2007), at the Beverly Hills Hotel,
Mc Quade offered real-world advice for PR and provided secrets to managing the media. “When you help the media gather information, interview experts, provide images and whatever it takes to get the story done you strike gold. If you’re quoted, then you’ll get promoted.
“There are only so many hot new products or breakthrough trends and achievements with which a business or nonprofit can capture a journalist’s attention,” explained McQuade. “Don’t wait until a crisis or the unexpected happens near your company, because it takes a long time to rebuild your CEO, company or client image. Exxon learned the hard way. It waited a week to talk to the media. Former Police Chief Daryl Gates waited several days after KTLA aired the most riveting videotaped beating by LAPD of Rodney King before commenting on police conduct. That officer’s trial verdict later led to the Los Angeles Riots.”
McQuade has experienced crisis on both sides of the media line covering everything from the LA Riots, wildfires, floods, earthquakes to the Beverly Hills cop-slapping trial of Actress, Zsa Zsa Gabor.
He has served as the media director of Joe Cerrell & Associates, PR director of Housing Authority of the City of Los Angeles and media relations manager of The Gas Company (during the Northridge Earthquake, Jan. 17, 1994, where he lost his house). Mc Quade founded MAYO Communications with his wife and president, Attorney Aida Mayo, with a niche in media training, media placement and crisis communications.
McQuade has earned numerous journalism awards for coverage as a reporter and producer in TV and radio from Associated Press, LA Press Club and Radio TV News Association Golden Mikes. He has also earned “Best Crisis Communications and Education Campaign” awards from Public Relations Society of America (PRSA) and the International Assn. of Business Communicators.
Mc Quade said, “There are five simple steps to help you create a buzz or market your business or nonprofit and organization.”
1.The Internet - one of the most under utilized communications is your website, search engines, blogs, directories and there are a lot of free services for websites, directories, large and small business.
2.Newsletters/ezines (electronic newsletters) help announce business developments and activities
3.Public Speaking - When you speak on current issues or “hot button” topics at a business luncheon or event you’re making your company and yourself newsworthy.
4.News releases and a calendar of events about your company or activities alert editors about your company and you become a future resource.
5.Word of Mouth - mixers, meetings, Toastmasters, Rotary clubs, fundraisers and other business events you’re invited to are great places to create a buzz about your business and activities.”
“I heard about five story ideas for the media while waiting to speak to the Rotary today,” explained Mc Quade. “Two of your members just presented a powerful slide show on a trip to Romania to help disadvantage kids, and one of your members adopted him. That’s two stories right there. Next time take a video camera and offer it to the local stations or public stations that are running 30 hours of content, 24 hours a day each week.”
To make it work for your CEO or your business, Mc Quade contends that you need to help a reporters create a story that not only fits your business, but fulfills their assignment. For example, when a breaking story on a new product or crisis is reported, editors search for people who can talk about them from prevention to just to simplifying how a process or product works. “When former President Ronald Reagan died journalists scrambled for experts or doctors who could talk about Alzheimer’s disease,” he said.
Mc Quade said if you have a great invention say,”a new, stronger window wiper blade that last longer, you certainly wouldn’t announce it on a sunny day like today? Why not announce it on a day like tomorrow, where there is a forecast of 30 percent chance of showers?”
“Exposing your company to the media is one of the most valuable things your company can do,” explained Mc Quade. “You educate customers, stakeholders, prospects and other important audiences on your company, your product, service and, and you get them to start talking about them.”
“I can count on my fingers the number of corporate and government CEO’s and managers who really believe that the media is out to get them,” he said. “Journalists are really out to get their story. Most reporters have no interest in making you look bad, but they do look for controversy, which often stems from misinformation from people with their own agenda or the company’s competition. This is one more reason to return media phone calls so you can set the record straight. Reporters who earn reputations as being too unfair will find it increasingly difficult to get those great interviews, and therefore, the good stories. Building a solid media relationship is critical to surviving any company crisis, too.”
McQuade noted that reporters do look for controversy or the unusual angles. “An editor will tell you that controversy makes for more interesting stories; however reporters who research one side of an issue without seeking an opposing view aren’t doing their jobs. In any credible newsroom, a story without of balance won’t make it past the editor.”
“The media is literally the last concern that nonprofits, new business startups and big corporations think about when planning events, and until it is too late. And when a crisis strikes or when the media is interested investigating a CEO or company, they’re not prepared,” said McQuade, who specializes media training and media placement. “You never know when a shooting or major fire happens right outside your business, and then media arrive. I’ve had CBS 60 Minutes show up on a boring day, boring meeting, but on a controversial story. By downplaying the story and offering a bigger or better one, sometimes you can dissuade them from doing a hit piece on your agency.”
McQuade is also the West Coast Bureau correspondent for Jack O’Dwyer Publications (www.odwyerpr.com), Manhattan, NY, an inside report on media, publicity, public relations and agencies in the U.S. He currently serves as a board member and is the outgoing (2006) president on the Entertainment Publicists Professional Society (EPPS) (www.eppsonline.com), Hollywood, which also has a chapter in New York.
About MAYO
MAYO Communications is a full service public relations firm with a niche in branding, media training, media placement, damage control and award-winning marketing campaigns that get results. MAYO’s clients include University of Southern California (USC); Sempra Utilities Company/The Gas Company; Los Angeles County Economic Development Corporation (LAEDC); World Trade Center Assn. Los Angeles/Long Beach, Swirl Films and a list of other entertainment clients. Last year MAYO added Internet Marketing and Web Design to its portfolio of services. For more visit: www.MayoCommunications.com; www.MayoPR.com or www.LAentertainmentPublicity.com.
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Press Contact: GEORGE S. MC QUADE III
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