How to Get Media Attention

Everyone loves to see their name in the newspaper or on TV. Even better is seeing their company name...and we're not talking about Martha Stewart or the folks at Enron. We're talking about positive news coverage about new products, new contracts, promotions, awards and so forth. However, accomplishing this can often be a daunting task. How do you get the media to pay attention to you?

First, and most importantly, what you want media attention for must actually be "news." While you may believe that your product or service is the greatest thing since sliced bread, look at it objectively and determine if it is indeed, something that truly is newsworthy.

Second, know who your audience is. While your new product or service may be wonderful, it may only apply to a relatively small number of people. In this case, you may better served by contacting trade media, rather than the general media. Don't make the mistake of thinking that there are only a few trade publications in your area of expertise. For example, there are over 250 publications dedicated to the financial industry, more than 160 management/HR publications and almost 100 marketing publications.

Third, know the basics about submitting press releases - what the standard format is, who it should be sent to, the format to send it (e-mail, fax, regular mail), and the deadlines media have. Unless you're submitting to a specific trade publication, avoid using jargon and acronyms. You may know that in your case, ABC stands for activity-based costing, but to someone else, it may be American Broadcasting Company or the American Bowling Congress.

Finally, don't hesitate to contact the media. Often, this is the case with women. Little girls are told not to stand out or seek attention (it's not "ladylike") and to even deflect praise. Little boys, on the other hand, are taught to blow their own horn as often and as loudly as possible! Both of these traits carry over into adulthood. Men know the benefits of seeking the media spotlight, while women are frequently content to not draw attention to themselves - or their businesses.

Never, ever pass up the opportunity to promote yourself. Let the media - and thus, current and potential customers - know about your accomplishments, whether it's the signing of new clients, awards (either individually or for the company), new business products and services, promotions, new employees and so on. It's not unladylike or macho, it's simply good business.