In philanthropic giving, the article continues:

“…as a percentage of gross domestic product, the United States ranked first at 1.7 percent. Britain was next at 0.73 percent, while France, with a 0.14 percent rate, trailed such countries as South Africa, Singapore, Turkey and Germany.”

Yet somehow the United States is portrayed as a selfish, materialistic nation by countries like France and others.

Even within our country, the perception is that wealthy liberals care more about the poor and needy than conservatives. Yet study after study shows that rural conservative America gives far more than wealthy urban liberals.

In a story done by 20/20 last November, it became clear that “this idea that liberals give more is a myth.”

“Of the top 25 states where people give an above average percent of their income,” the story explained, “24 were red states in the last presidential election.”

The story went on to detail that finding further, quoting Arthur Brooks, the author of Who Really Cares:

“…when you look at the data, it turns out the conservatives give about 30 percent more. And incidentally, conservative-headed families make slightly less money.”

How can perceptions of reality be so wrong? While I’m certain conservatives will not find this fact too surprising (after all, they are the ones giving), it must come as a shock to liberals who view themselves as a group that cares more about the poor.

Not wanting to play politics, when you look at your business is the perception the reality? If you asked a regular customer what they thought of your core business, would they get it right? What about your employees? Do they really know the truth about what you do and where you are going? Do they understand your vision?

A strong, strategic communications plan can help you avoid such damaging misperceptions before they become reality. After all, it is much harder to try to get people to think differently about you than it is to just make sure they have the right view of you from the beginning. This becomes increasingly difficult as your business grows and your audience expands.

Don’t stay so focused on the bottom line that you forget the critical role communication plays in your staying power.

WRONG!!!

Believe it or not, the reporter won’t be able to write about everything there is to say about you, your company, your product, or your service. And if you meet with him and just start talking a little about everything, he won’t walk away with much of anything. At best, he won’t be too excited about interviewing you again. At worst, he’ll get things wrong in the story and you’ll have wasted the shot to get some great buzz.

So how should you prepare for an interview?

First, know the angle. What is the story trying to accomplish and how does your company fit into it?

Second, do your homework. Prepare a list of speaking points and answers to potential questions. While you don’t have a crystal ball to know exactly what the reporter will ask, chances are if you think about it there are common questions that you’ve had to answer in the past about your company. Make sure your answers are accurate, concise and quotable.

You also should be familiar with the reporter’s work. Understand his style and what kind of stories he’s written in the past. It will help you feel more comfortable in the interview and will also help you think of the best way to answer questions.

Finally, if you have any materials you want to share bring them with you to the interview. This is especially important if you are talking about a product. Being able to demonstrate the value of your product is the best way to explain it.

A good PR person can help you flesh this out and can even walk you through a few practice runs so that you feel ready for the interview. We’ve all had those moments when we looked back and wished we had said something differently in a situation. You don’t want an interview with a reporter to be one of those moments.

Let’s say you provide a financial counseling service. That in and of itself is not particularly newsworthy. There are a lot of financial counseling services out there (even if yours is the best). But what if you tap into the bigger story of how today’s average American is unprepared for retirement and is overwhelmed with debt. This is something that resonates with a lot of readers (and reporters).

You could then talk about some success stories from your business. Families that have dug themselves out of debt and are now on their way to financial security and yes, may even get to retire one day. The ability to profile some local families on the road to financial health is a great vehicle through which to profile your financial counseling business and the resulting story would drive a ton of new customers to your door.

This is all much easier if you have developed relationships with the local reporters and editors in your news community. The best way to do that is to consistently provide them with real story and news ideas - not a bunch of spam. Read the local news and think about who would be most likely to do a story on your business. Good PR people help reporters find news and then help them do the messy legwork. Set up interviews, provide background information, share photographs or dig up research as needed. Most reporters are overworked and underpaid and are grateful when a real news story presents itself complete with all the heavy lifting so that they can get to do what they do best. Write.

Do you believe me?

What if a friend tells you that Heidi Happonen is the funniest person they’ve ever met. Seriously, you have to talk with her. She’ll make you cry from laughing so hard.

You might be inclined to listen.

That’s the difference between advertising and PR. The first is me telling you how great I am. The second is someone else telling you how great I am. That third party recognition is pure gold and when done right can bring in a lot of business.

There are many ways to go after some of that third party gold. One of the most obvious is to talk with your local business media.

Take advantage of the fact that most local newspapers have a business section that routinely reports on events and activities that you will be engaging in just in the normal course of doing business:

* Grand Openings
* Expansions New hires
* Special Events
* Promotions
* Community service involvement

Any of these can be translated into a news story that frames your business in an appealing light and attracts customers to your door. If you need a hand along the way, that’s what we’re here for. Even if we aren’t really all that extraordinarily funny.