Decent exposure: how financial institutions--including small community banks--can compete more effectively for coverage in the local news media.

Whenever I see on TV some poor soul swarmed by a mob of microphone swinging media reporters, I think of the lines from my son's favorite book, "Bugs!" Substitute "press" for "bugs" and you get the idea:

   Yup, loathe 'em or adore bugs
   There's no way to ignore bugs

Of course, as a (press) card-carrying member of that species, I know that gathering facts while racing against deadlines is no picnic. Technological advancements have improved some aspects, but mostly it has just cranked up the deadline pressure. In a warp-speed world of interconnectivity, the insatiable 24-hour news cycle must be fed.

On the other hand, those very deadlines can be used by financial institutions to their advantage. Reporters are always looking for experts to help them create great stories, quickly.

So rather than "ignore 'em," let the press know your institution is very approachable, and you may reap a fortune in brand and reputation building. This holds tree for all sizes of financial institutions. With a little work, even a community bank in a small media market can garner its fair share of coverage.

"Getting mentioned in the media is a much more powerful and less expensive marketing strategy than advertising," writes Lisbeth Wiley Chapman in her book, "Get Media Smart! Build Reputation, Referrals & Revenues with Media Marketing." "Positive news coverage costs little more than your time and effort and is a powerful testimonial to your expertise."

Many large financial institutions have full-scale media departments to spin their message to the world. But even a community bank with limited resources can create a strategy that delivers regular coverage. Before you churn out a plethora of press releases, though, take the time to investigate the media and its needs. The local press is one of your best bets for starting to beef up coverage.

"Banks get covered a lot because of community involvement," says Chapman, a veteran public relations specialist. "So make sure you publicize what you do, but first read the publications and address story ideas to the reporter who writes on a similar topic."

That's the approach of Andrew Edson, president of public and investor relations consultancy Andrew Edson & Associates, Inc, New York. "In the small town I may be dealing with the business reporter whose beat covers a myriad of topics," explains Edson. "Before I approach and try to get a meeting, I do my research on what makes them tick, or what types of stories they write."

Finding a dedicated business section or full-time business reporter is less likely in smaller, community-oriented media outlets. For one thing, community newspapers usually operate with limited staffing and undersized budgets.

"We don't have anyone that covers banking full time--you're not going to find small town papers that do," explains Ken Cogburn, business editor, Scripps Treasure Coast Newspapers in Stuart, Fla. "But we do have a freelance correspondent who tracks banking news."

Sy O'Neill, the managing editor for the Jupiter Courier in Jupiter, Fla., says she's been working in community papers since 1986 and has never seen one with a dedicated business section.

"It's not like the dailies," she says. "What business news we do have we put into a column format that makes it easier."

Making it easy for the reporters to do their job is the name of this publicity game. Here are some of file best ways to make sure your bank's message gets consideration:

1. Issue a press release.

Create a press release that contains an inverted triangle of information, answering Who, What, Where, When, Why and How within the first few sentences. Reporters can quickly scan for relevancy to their publication.

"If you manage the process by sending press releases, then they have accurate information," claims Chapman.

And don't forget the details.

"It's frustrating to get a photo of a bank employee who's been promoted, but there's nothing about where they're from or what branch they work in," explains O'Neill. "I'll hand it to a reporter and it goes to the bottom of the pile because they don't have the time to track down the information."

2. Communicate via e-mail.

You'll probably have the most success of capturing media attention via e-mail, according to a recent Bennett & Co. survey. Almost half (47 percent) of the responding journalists indicated that e-mail is the preferred method of communication--both for making a direct pitch for media coverage and for sending press releases.

"E-mail is really the best way to reach us," says O'Neill. "It makes it easier for us with a small staff because then we don't have to type it from a press release that comes from fax or mail."

Cogburn agrees, "It's always better to pitch something by e-mail and then follow up with a phone call and ask, "Did you get this, are you interested?"

Chapman says she no longer even creates print media kits for her clients to mail to journalists. Instead she provides digital pictures and a list of story ideas to be sent by e-mail.

3. Highlight local ties.

Pitch a story idea that's relevant to the publication and the community. while a newspaper might expect your bank to buy an ad to relate a report on your new service charges, "free seminars for elderly widows" might be considered newsworthy, and therefore worthy of coverage.

"I'm a purist in terms of good news value of the pitch," says Cogburn. "If it's the 20th anniversary at Wilmington Trust in Stuart, that's worth recognizing. If [some bank] is scouring the Treasure Coast market for new branches, that's certainly a story,."

"While O'Neill is not interested in articles about recent mortgage trends, She sends a photographer every fall to a certain bank that does free pumpkin painting.

"That's interesting to us because it's local," she says. A point to remember: When asking local editors about what stories are of interest to them, don't neglect to query about their photographic needs. One picture, as they say, can have more impact than 1,000 words.

Strike the right combination of visual interest and local faces, and you may make A1, or front-page, news. That's what happened to Bank One, when they e-mailed O'Neill about the national premier of their traveling art show at the Lighthouse Center for the Arts in the Tequesta, Fla. The tiny town is in the coverage area, and the art center is considered a community gem.

"Bank One delivered the artwork in big crates and we were able to get a hold of someone from the bank, the Lighthouse board and the executive director," she says. "That made it a candidate for A1."

4. Cultivate the right attitude.

A lot of building and sustaining good media relations comes down to common sense.

"Be nice, be responsive, return the call, and be honest," advises Edson. "Always tell them why you can't answer a question if you can't."

And when it comes to whether your story is newsworthy, it's better to ask than not to ask, says Cogburn.

"I have had only one banker, from a small bank, call me and ask to get together over lunch," says Cogburn. "I've been the business editor for two and half years and we're the largest media in a four-county market. They're not being very proactive."

RELATED ARTICLE: Online newsrooms build media relationships.

Online newsrooms are where journalists go to research topics and companies they're writing about. They get facts, check information and find story ideas. According to a 2003 survey by Vocus, a corporate communications software company, 92 percent of journalists use corporate websites to gather information.

Provide the right information, and your firm can maximize its relationships with the media, resulting in better, more frequent, and free coverage.

"No journalist will call your business if they haven't checked you out on the Web first, so a good website is more than a glorified brochure," says Lisbeth Wiley Chapman, author of "Get Media Smart! Build Reputation, Referrals & Revenues With Media Marketing."

Yet studies show that most companies fail to meet basic goals of delivering that information. Key elements are necessary to keep journalists happy and keep you in the news. If they can't find it on your website, they'll move on to another source.

Quick access

Make sure your website has a media section that's easy to find. Many banks list information for the press under the "About Us" section, but keeping your "Pressroom" or "Newsroom" link on the homepage is preferable.

Contact information

Most journalists are deadline and need to reach someone immediately. Include phone, e-mail and after-hours access instructions.

Example: On www.usa.visa.com the "Newsroom" link is on the top of the home page. Once on the Newsroom page, a Media & Analysts Contact link is clearly labeled.

Press releases

Get into the habit of issuing regular press releases. Make them current. Even a small community institution should issue a release at least once every three months. Include dates on the releases themselves and also archive them by dates.

Corporate information

Include the basic facts and figures, allowing the journalist to put your institution in perspective. Statistics and executive biographies are also helpful, as well as background information that allows you to control some of your corporate image and outgoing message.

Example: Wachovia leads the media from the main page "News Room" link on www.wachovia.com to a page that links to Press Releases, Press Kits and Press Contacts. The releases are posted weekly, and archived annually. Links to officer bios and company facts can be found on the "News Room" and "Contacts" pages. The bank's community dedication is highlighted throughout the site, with such links as "Wachovia in the Community," "Commitment to Diversity" and "Wachovia Responds."

Digital press

Providing additional resources, such as photographs, artwork and logos, can save everyone a lot of time. Offering relevant story ideas also gives you a chance to pitch your company 24/7.

Example: Navigating from the Press Releases link on the US Bancorp (www.usbancorp.com) home page, journalists find a variety of information sources and resources, from webcasts and pdf materials of recent conferences to downloadable video audio or graphics.

White papers and research

Chapman suggests posting three to five case studies that discuss key attributes of your products to your target customer. Also consider writing and posting an in-depth information piece on your product or service that requires registration for downloading.

"Both of these strategies help the prospect, whether client or media, to pick up the phone and ask for more information," says Chapman. "That's the marketing goal of every business."

How useful was this article? Please use the postage-free Reader Opinion Card provided in this issue or leave a message at [phone]. You can also send comments by e-mail to [e-mail].

Janet Bigham Bernstel specializes in writing about marketing and financial services industry issues. She works in Jupiter, Fla.

RELATED ARTICLE: Six rules of media etiquette.

When reporters write a story, they start at the top of their computer file, at the top of the document and at the top of their Rolodex. They keep adding comments from sources until the story is complete within the assigned space (number of words or minutes). Be ready when the media call you. You can enhance the value of your dialogue with the media in several ways.

Attitude rule. Everyone who works in the media is in a hurry, on deadline and wants it yesterday. It's an unreasortable business. Let the reporters know that you understand their rules by responding quickly. This attitude works wonders.

One-hour rule. Without a doubt, the most important thing you can do to enhance your relationship with the media is to be available when they call. Always acknowledge a call personally. Ask the reporter what the call is about; agree to respond within an hour. Call back late and the story may be already finished or your comments may be cut due to a lack of space.

Truth rule. If you do not know the answer, do not fake it. Send them to a willing colleague.

Spin rule. Even if you are available when the media call, ask what the call is about and tell them you will call back in 10 minutes. This gives you time to think about what you want to say. Develop five "must air" points that support your business objectives and respond to what the reporter wants to ask you. If you are among the first sources the reporter calls, you may have the opportunity to redirect the story with your own spin. You could say to the reporter, "That's a good question, but the real story is ..."

Resource rule. Assist reporters in any way possible. Check your files for material that may help a reporter develop background for a story. You increase the likelihood of being quoted accurately when you consolidate your verbal communication in writing.

Photo opportunity rule. Photo increase the readership of any article by 35 to 40 percent. Offer to e-mail a photo or for local television, offer to drive to the studio. This will significantly increase your visibility and name recognition.