Please excuse the headline pun ladies but I couldn't resist!

You see, this is how the press works - they want your attention so that they can sell their papers. Headlines are designed to do just that.

This is what is happening with regards to the recent "scaremongering" you describe over the HPA findings.

Just to recap, some sections of the press seized upon the recent findings of the HPA and used them to question the safety of ALL fish spas. That negativity could affect numerous spas across the UK and perhaps even yours at Fresh Feet.

Now, the press isn't going to pick over the details and explain which spas are good, which are bad, which need to improve etc. That will bore the pants off the readership and they don't have the time or resource anyway. So, your mission (if you choose to accept it) is to do it for them.

I am encouraged to see you have already brought this potential PR crisis into the light by blogging about it on here and providing information on your website. That is a great start. In a crisis, hiding and hoping it will all go away just isn't going to work, which again is why I am very pleased to hear that you have already opened dialogue with Peak FM - your local broadcaster.

If you can be the business that provides the clear message and explains the facts, reassuring the market whilst at the same time sneaking in references to how well managed your own offering is, you may even find that you could benefit from all of this. You have the safeguards in place, you understand and welcome the legislation - the report even. In short, you are the experts.

This way, you get to jump into the story and make your own mark - telling your side. Journalists want balance. If you can provide it, you can turn this crisis around for Fresh Feet and those in the industry that adhere to the same quality standards that you do.

You have already taken a step back and begun to produce an information guide - this is great stuff. It may even double as a useful flyer for your other marketing efforts. It may not seem it right now but handled well, this could be a blessing in disguise. So many times I hear from people that cannot get editorial coverage for their business and time after time it comes down to one simple thing...

It isn't news!

However, this situation has brought the news agenda right to your door.

Answer it politely and you may find that this unwelcome visitor turns out to be your best salesman.

You can read more about how to handle a crisis on my blog here

Hello George - OK, red pen poised (joking!).

Firstly, what you have written is pretty good - in fact it is almost too good. Why? Well, the biggest thing that jumps out at me is that is reads like it has been written by the Own Art scheme or a government PR department rather than you. Where is George in all this? Donde esta Cuadros?

Basically, the media craves people stories. Even when the story itself is about a business, the spotlight tends to focus on the person at the front of the stage, the owner. A common mistake for many when writing a press release is to effectively regurgitate a sales brochure and then try and sneak in a news hook. You have actually gone the other way but perhaps a few steps too far. You need to bring the focus back onto you and Cuadros and away from the scheme.

Impact

The scheme is great and it answers one of the classic questions that press releases must - "how?" (the others are Who? What? Where? When, Why? and So what next?) see my post on how to write an effective press release - but you don't need so much detail on the scheme at the expense of information on Cuadros and the IMPACT your accreditation to the scheme now has on your business (the "so what?").

The media, like many of us, aren't that bothered about how something works, it is what it does, what it means and the impact on you/a business/person that matters. Throw in government initiatives and (whilst in many cases very worthy - especially here) you are lobbing your press release onto the pile of other government initiatives/schemes press releases that land in an inbox every day.

Get more selfish

Now, don't get me wrong, you need to clarify and explain the process, indeed it is essential, as it shows that your story and business has gravitas but you don't need to play the hand so hard. I would keep the nuts and bolts of the scheme in terms of how it works but file away the background and goals of the scheme under notes to editors to be picked up if further clarification is needed. Use the rest of the piece to elaborate on You You You! What happens now? Have you had more customers in? Perhaps use one as a case study to add more people-power to your story "Look, John/Joan Smith can afford quality art - they never knew until now and it is all thanks to Cuadros and the Own Art scheme"

I like the quote you included but again, too selfless. What you say is great but it makes you sound more like a government minister - don't be afraid to be yourself George. Inject your personality! You can make the points about the local economy which is great and shows that you are thinking outside of your business but I want more on Cuadros, MORE I tell you (bangs fist on desk).

Bring out the big guns

Finally, take a look at your opening paragraph. You have to read to the final sentence to find the hook. Will the journalist? Put that statement up front bold as brass and then fill in the background to help the journalist from there. One other thing, did you include a photo? Visuals are your biggest weapon George, bring out the big guns!

This is fantastic news George!

I’ve just read through Rosie’s feedback and I think she is spot on with some great ideas. With regards to maximising the PR opportunity, I want to go back to your Michelin starred past and imagine this opportunity as a meal. Beware, hugely twisted analogy coming up!

In response to Mike and Beatrice’s question about trade press PR, can I firstly say that I am delighted to see that they understand how crucial this area is for any good B2B campaign.

It is great that Amanda is getting enquiries from the media already and the recent piece in the Sun newspaper was a massive coup. However, PR is about key messages reinforced over time. Ad hoc efforts are understandable but to really make an impact it is best to devise a full campaign.

Keep it simple

People worry that their efforts don’t sound flashy enough to warrant attention but you aren’t aiming for a Booker Prize, you are aiming for coherent and interesting NEWS. I’ve banged on before about this and I’m afraid it is crucial. If the story isn’t new then it just isn’t news and falls at the first hurdle.