For many of us business owners, we would long to have our businesses featured in the media. Many think that the way to getting media attention is through a new product launch, an interesting event or even a publicity stunt. The truth of the matter is, we need to look at PR as a long term, never ending process.

One simple way is to push your brand message through the current topic in the media. Today, we don’t need to only just react to news of the day that affects us we can also very easily respond to it by sending letters to the editors of the local newspapers with emails.

Here’s an example of someone who knows how to work the media to his advantage. Kenny Yap, responded to a comment by a Straits Times reader and at the same time managed to subtly remind everyone that his company, Qian Hu is (a) part of the world capital for ornamental fishes (b) wants to be part of the huge Gardens by the Bay project; (c) the company’s branding is “about bringing fun and happiness to the environment”.

Here’s a Tip for You:

Keep an eye on the current affairs, especially within the local news. If there is an issue that will affect your industry or your target consumer’s industry, don’t just react, respond to it! Write a letter to the Forum pages, editors or journalists. Who knows, one day your letter will be published, but if it doesn’t, so what? The next time journalist needs an expert opinion they might just come to you.