Media Basics 101
So, you want to see your name in pictures — or at least, in the newspaper or on your local TV station? We find that people fall into two spectrums when it comes to promoting their business via the local media: they either assume it's a piece of cake or they think it's impossible. The truth lies somewhere in between. Unless you've committed a heinous crime — or invented the greatest product since sliced bread — it isn't exactly easy to get your company and its products in print or on TV. However, it's not impossible either, if you take the right approach.
There are several important questions you must ask yourself: How many people are actually affected by your news? How are they affected? Where are these people and what is the best way to reach them? What is the compelling story — the "hook" — that will interest a reporter and eventually the public?
Answering these questions will help you to determine which media outlet you need to reach with your information. For example, if your news affects a large number of people, and is of an urgent nature — say an emergency product recall — then you want to contact the media outlets that will get your information out in the quickest manner to the largest number of people. That outlet is probably national television.
Most companies, though, will never have to deal with an issue on such a large scale. Unless you produce a product or service that is routinely purchased nationwide, you'll want to focus your efforts on working with your local media. Before you do, however, do your research first. Again, know who your audience is. If you only want to reach C-level managers, then your best option may be a local business publication, rather than a large daily newspaper or TV station. If you have information regarding an event for businesswomen, you should send calendar notices to all local media and consider partnering with magazines and radio stations that specifically target women to get your message out.
If you have a general interest story, consider daily or weekly newspapers. However, if your story can be published at any time, think about turning it into a feature-length article and pitching it to a monthly magazine. On the opposite side, if your article is for a very specific audience — for example, IT professionals, parents, sports enthusiasts, etc. — consider contacting publications that specifically target them.
Just as it's important to research "who" to contact, it's important to research the specific details about that media outlet. Know who the reporters are and what they report on (don't send a health story to the sports writer just because you read his column every day!). Know what their deadlines are and the best ways to reach them. Many reporters will not accept attachments — including photos — from a source they don't know, due to virus issues.
When developing your public relations efforts, making sure you have a strategic plan is crucial. Working with the media can be an intimidating process — but it doesn't have to be. If you'd like help planning your media relations program, we'd be pleased to arrange a no-obligation meeting at your convenience.