urban logging and the media

[TomFromStLouis]

Any of you urban loggers ever get interviewed by a local reporter? A friend referred a reporter to me for a story on our urban log recycling efforts and frankly I have mixed feelings about the publicity.

On the one hand it could get the word out to potential suppliers who are not using our "free log disposal service." We use our log truck to pick up logs that tree care firms used to cut up or grind or otherwise pay to dispose of and they will continue to use us because recycling the logs themselves is not economic. So anyone not using us will have a higher cost structure than their competitors. But what if an existing supplier sees a picture of lots of logs and figures we must be making too much off of them or something? So far, everyone loves our prompt service, but this fame thing does carry risk, right?

On the other hand it is no mystery to the tree care firms that use us to pick up and dispose of their logs that they are giving us occasionally valuable stuff. Maybe the larger firms could do what we do for them, but then they are large enough to not want to bother. But I certainly do not want anyone to think there is enough money in this to do it themselves or try to compete (there isn't). Some suppliers are a little skittish about giving this stuff away and want us to pay. We don't pay for logs, but I would rather not even have them ask all over again.

So my plan is to emphasize the environmental angle of our endeavor since that was a prime reason for doing this originally anyhow. But how can I be sure the reporter writes the angle I want? I can't.  What if she wants some numbers on how much we have recycled? I don't want to give anyone that kind of data. Anyone with experience or advice?

[rebocardo]

Personally, I would not give figures or even the interview if business is good now, why wreck a good thing in a niche market.

You need to fly below the radar, not above it. All you need is someone to come along and start their own business to compete and offer someone $10 a log or offer good money for any choice logs.

I think your time would be better spent attacking the phone book and using calls and visits to drum up more business.

[Furby]

I'm with rebo, if business is good, don't risk making it worse. ;)

[Buzz-sawyer]

Tom
I tend to be optomistic.

but if you set up criteria with Betsy Bruce or Jill Farmer........
It could get you some positive attention especially with the enviro angle.........A tv spot like that would cost what? $10000? ??? : :P

[Ron Wenrich]

Are the markets that thin that you have to worry about competition?  Is there any room for competition?  You don't control your raw material source, and I doubt if you ever will.

There are 2 ways of giving an interview.  One is to provide information, the other is to brag.  If you brag, then folks figure you're making money hand over fist.  If you give information, they'll figure you're just eeking out a living.

The environmental angle is the best way to go.  

[Phorester]

I've had a lot of experience with news media over my 30+ years as a state Service Forester. I usually have 15-20 news media interviews every year.  My angle on articles comes from that perspective, and not as a private businessman.

I also think ephasizing the enviromental end is the way to go. Less trees filling up space in a landfill, recyclying them into products other than mulch, one less tree that has to be cut from a forest to provide us with the products we all use from wood, etc. You can always decline to give out specifics about your business. Reporters  will ask those questions looking for info for their article, but they will understand when you don't want to answer.   Remember it's their job to ask questions. It's your choice to answer them or not.  On those I don't want to answer, I just just say something like  "I'd rather not say"  [how we know that fire was an arson, the name of the person I wrote that ticket to, how much money a landowner made from a timber sale, etc.]

I've found that one drawback with a reporter interview is that they invariably make mistakes in their article.  I really don't care about mistakes.  Even inaccurate publicity is still publicity.  If it is a bad mistake, you can always ask for a correction, which I've also done in some cases.  You see corrections in the paper all the time.

I'd say do it.  Get prepared beforehand for questions like "why do you do this yourself", "how did you get started in this business, "why should this be done", etc.  I had one reporter ask me "why should trees be planted?"  She knew why, but she wanted the prespective of a forester.  Some of their questions will seem pretty simplistic, but remember the reporter is looking for these answers from you, not from himself. He's looking for information from an expert (you), a fresh slant on the topic. Give him one, sit back, and enjoy the fame.