60-Second Guide to Generating Publicity for Your Business

One of the most valuable forms of publicity is a 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

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 for which they’ve been waiting. 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 the time to educate yourself about the media outlets that you target, and frame your story idea to meet their needs.

0:20 Send a Media Kit and Press Releases to Key Reporters
The materials that you send should help the editors or producers. Anticipate and answer their questions, label photographs, and explain why your story is worthy of coverage. It doesn’t hurt to be creative when you send your materials. Granted, creativity doesn’t guarantee that your story will be picked up; however, it will get your materials recognized, which is your first priority.

0:11 Request Their Media Kit
Ask for a media kit from the advertising department of the newspapers, magazines, radio, or television stations that you will contact. Kits give information on reader or viewer demographics, often include an editorial calendar of upcoming special sections or segments, and 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 and the end of your message, and give your telephone number twice.

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