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Naturally,
everybody would like a feature article written about
their company to appear in The Wall Street Journal or
Business Week. What many don’t know is that
there are several opportunities that get overlooked –
ones that can provide a great boost to a company’s
public relations foundation.
The
first opportunity is right under their noses – local
media. While editors at all of the major media
outlets receive more information than they can handle,
local editors are very often looking for content,
especially as regards local companies.
Businesses
have a good chance of cultivating strong relationships
with their local media if they give it a little effort.
The best ways of doing so are informing the editors or
business writers about upcoming events, industry news,
community services, or other newsworthy happenings.
As
always, one must temper the enthusiasm to forge new
relationships with the reality that even local writers
can get buried in press releases. Make sure that
the information you send is worthwhile and that you are
not simply blowing your own horn.
Once
you have made contact with the local media, let them
know that you are available as a source for your
specific industry. If you can demonstrate just
once that you can provide background and insight into
your general business, you will become a trusted source
and find yourself fielding calls from local journalists.
The
second opportunity that frequently goes unnoticed is in
your industry trade media. For example, we at
Trylon write articles for public relations-related
magazines. When they are published, our
credibility is extended and Trylon receives more
recognition. We are also able to point out these
publications to clients and prospects, which offers more
in the way of third party endorsement than anything
short of unsolicited client testimonials.
The
third opportunity - local talk shows. Talk radio
has become increasingly popular, and hosts are always
looking for guests to provide insights or commentary on
current events. There may be many opportunities
specifically tailored to your business or expertise.
The best way to take advantage of these opportunities is
to get in touch with the producers of talk shows in your
local area. Let them know what you do and offer a
media kit.
Anybody
that expresses an interest in keeping up with what you
are doing should be on a list that gets your published
articles, press releases and any other important
announcements. Keep your name out there and it
will get called by the media!
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