Quick update on the Nicola Kirkbride copyright fiasco, which HLR wrote about here and here: Ms. Kirkbride is leveraging her notoreity into positive press about her business. She is a fashion blogger, and her style and writing are attracting attention in their own right. In a recent interview, the copyrignt infringement issue (where major retailer Tesco used an image from her blog without permission on a widely-distributed children's sweatshirt) was not discussed. Naturally, she could be keeping mum about any pending legal action on the advice of her lawyer (always a good idea, no matter WHAT the legal issue), but I daresay she's getting a bit of extra attention after being in the international news last month.
How does this help your business? Reputation is very important -- a few bad references can kill a service business, and heaven help you if you need to do a product recall. However, anytime you attract press attention you can try to turn it to your advantage. Be sure to be prepared with what message you want to share, then stick to it. If you want to talk about your new product and they ask you about tax liens, get back to your topic as fast as you can. It takes practice -- not everyone is a natural spokesmodel, even if they are a great salesman. This is because the press is very different from your clients: they come to you knowing what they want you to say, whereas a client may be more open to options you propose. Be honest, but remember you are under no obligation to comment at the time if you are not prepared. Reschedule the phone call or arrange a meeting on your own terms if there is media interest in your business. There is no story without you!
How does this help your business? Reputation is very important -- a few bad references can kill a service business, and heaven help you if you need to do a product recall. However, anytime you attract press attention you can try to turn it to your advantage. Be sure to be prepared with what message you want to share, then stick to it. If you want to talk about your new product and they ask you about tax liens, get back to your topic as fast as you can. It takes practice -- not everyone is a natural spokesmodel, even if they are a great salesman. This is because the press is very different from your clients: they come to you knowing what they want you to say, whereas a client may be more open to options you propose. Be honest, but remember you are under no obligation to comment at the time if you are not prepared. Reschedule the phone call or arrange a meeting on your own terms if there is media interest in your business. There is no story without you!
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