How to Hook the Media on Your Story

To be noticed by the press, sometimes it helps to be resourceful.

Here are some ideas:

  • Talk to your friends who run businesses and ask if any of themhave a contact at the media outlet in which you're interested.Ask them to share the name or put in a good word for you.
  • In addition to sending the release to the business editor, alsomail a copy to a business staff member. You can often find thenames listed on the newspaper's masthead.
  • Follow your mailing of the press release or feature-story pitchwith a personal phone call. Explain that you're checking to seeif the editor got your piece, if there were any questions and soon. You'll probably get the bum's rush when you call, butyou won't hurt your cause.
  • Review the last few months of the business pages (or broadcastvenue) and see which companies appear to have more-than-averageluck in getting coverage. Give the company a call and ask to talkto the individual in charge of public relations. Explain thatyou've noticed their PR success, and you'd like a few tipson how you can emulate it. Don't call a competitor, of course.People like to be recognized for their success; you'll likelylearn trick or two.

Excerpted from Knock-Out Marketing: Powerful Strategies to PunchUp Your Sales

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