Seven Ways to Attract The Media Attention You Deserve

By all accounts your company is successful. But, does it seem everyone else is receiving media attention but you?

Here's what you can do, according to improve things:

1) Retain qualified help. Media relations is more complex that it looks and assistance from a PR professional, who has the contacts and knows how to package and pitch your story, is critical to successful placements.

2) Package for success. Media advisory or news release, backgrounder, FAQ, photos, charts and graphs are the tools that help the media re-tell your story accurately and effectively. Remember to have testimonial interviews lined up and briefed in advance.

3) Select contacts wisely. Every news item is different and your media contact list needs to be tailored for every campaign. One list "does not fit all," and your PR counselor will make sure your targeted list fits your objectives.

4) Put it on the wire. Don't ignore the power of services such as Business Wire and PR Newswire. Newswires can't replace personal pitching, but can greatly extend the reach of your campaign when used properly.

5) Utilize online exposure. Make sure information and visuals are easily accessible on the Internet, either with an online press kit or through posting at an online newsroom.

6) Document coverage. When stories run, you want several copies. Make arrangements for clipping and taping services in advance of your campaign.

7) Measure results. Clippings alone seldom provide enough information for evaluation. Your PR counselor will help you determine if campaign objectives were met by employing methods such as ad value equivalency and content analysis.


Maggie Chamberlin Holben, owner of Denver-based Absolutely Public Relations, is accredited by the Public Relations Society of America and is a member of its Counselors Academy. In addition she is certified as an Industry Analyst Relations Practitioner. Specializing in media relations, Holben has taught both advertising and PR on the university level. National placements include Inc Magazine, More and Entrepreneur magazines, USA Today and the Wall Street Journal + more. Go to www.absolutelypr.c...

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