One of the most valuable forms of publicity is the news story about your business. Of course getting positive press coverage isn't as easy as buying an ad. It takes legwork, patience and a lot of persistence, but the payoff is worth it.

In just 60-seconds, you will learn how to deal with the media and give them news while giving your company good buzz.

0:60 Treat the Media with Respect
There's really no mystery to dealing with the media. Just think of them as prospective clients and your story idea is the item they've been waiting for. This means following the same basic rules with the press as you would with a business client or customer.

0:46 Learn About the Media Outlet Before You Contact Them
For instance, you wouldn't call a prospect if you had nothing new to say, so don't contact the media without honest-to-goodness news. Remember, that just as you have learned who your customers are and what they want, take time to educate yourself about the media outlets you are targeting and frame your story idea to meet their needs.

0:20 Send a Media Kit & Press Releases to Key Reporters
Focus the materials you send to help the editors or producers. This means anticipating and answering their questions, labeling photographs and explaining why your story is worthy of coverage. It doesn't hurt to get a little creative when you send your materials. Being creative doesn't guarantee that your story will be picked up, however it will get your materials recognized, which, after all, is your first priority.

0:11 Request Their Media Kit
Request a media kit from the advertising department of the newspapers, magazines, radio or television stations you will be contacting. Kits give information on reader or viewer demographics and often include an editorial calendar of upcoming special sections or segments and will allow you to tailor your pitch to a specific outlet.

0:03 Approaches to Avoid When Dealing with the Media
Do not call a television news station right before airtime or call a newspaper on deadline. Speak clearly and slowly when leaving a message on voice mail. State your name and company at the beginning of the message and repeat it at the end of the message and give your telephone number twice.

Brought to you by SCORE"Counselors to America's Small Business"

This story originally appeared on SCORE