Finding the Media's Need and Filling It: Tips on Shining a PR Light Amid the Storms



A J.C. Restoration Large Loss Catastrophe Bus

 "Give the media what they need, and you will get what you want."

I've uttered that so many times to my clients that it's become a mantra.

What the media need: legitimate news.

What clients want: to get their name "out there" in the various media outlets.

So as storms have swept through the Midwest, including northern Illinois, do you work for, or represent, a company that has some logical tie-in to the meteorological repercussions that have flowed?

It's time to consider what your company does that might help the media tell the stories that will follow in the severe weather's wake.

For Inside Edge PR, anyway, it was time to share a message about the expertise of J.C. Restoration, a Rolling Meadows-based disaster restoration firm.

A vital piece of such a communication is to be clear on precisely how you can help the media tell stories that are relevant and helpful to their audiences.


This J.C. Restoration buggie reveals the core of the firm's expertise.


It isn't enough to simply say that ABC Firm is "available to comment."

With J.C. Restoration, then, I told producers, editors and reporters, "Among other facets related to the storms, J.C. Restoration has experts who can provide:

-guidance on how and when homeowners and businesses should file an insurance claim

-advice to business owners and homeowners on steps they can take to minimize further damage to their properties

-insight into the industry as a whole: What does a restoration contractor do? What certifications are involved? Where can consumers go to learn more and ensure they are dealing with a reputable business?

-work-related photos that augment your media coverage

-historical perspective on the storm, compared to previous storms’ impact

-on-site interviews (either at our job sites or at our state-of-the-art 100,000-square-foot building just off I-90 in Rolling Meadows)

-demonstrations on restoration equipment and procedures"
In short, you want to give at least a partial blueprint of how the media should think about coverage. Certainly, you will be restating some angles that have already been developed. But in some instances, it's a safe bet that you will be shining a light on an approach they would not have otherwise pursued.

In the end, it would all be in a (very stormy) day's work of giving the media what they need.