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Getting your company
mentioned in Yahoo! News by putting a press release on
PR Newswire or Business Wire should not be your primary
PR goal, according to Trylon President Lloyd Trufelman
in a recent lecture at Columbia University.
How the media perceives your
company will affect how journalists approach it. If they
go to your Web site and enter your media archives just
to find a bunch of press releases, are they going to be
impressed?
Wouldn’t they be more
impressed by seeing a story about your company in The
Wall Street Journal or your CEO being interviewed on a
TV newscast?
Consider that journalists
seeking out your media coverage are looking for
credibility. They want to know that they aren’t going to
get snookered by the latest fad or trend. They want
their reputations enhanced by covering your business –
not sullied. When they see legitimate reports and press,
they feel a comfort level about contacting you.
Editors, journalists,
industry analysts and even business partners want to see
quality. When just about anyone with a checkbook and an
Internet connection can get their headlines posted on a
Web portal, it is more important than ever for
businesses to land coverage in traditional as well as
new media publications.
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