"It is impossible for ideas to
compete in the marketplace if no forum for
their presentation is provided or available."
Thomas Mann, 1896
The Business Forum
Tips On How To
Get Media Exposure
Publicity doesn’t just happen.
A successful campaign requires planning. From press releases that
are strategically scheduled for distribution to specific articles
submitted to selected media all are part of how to create a
successful publicity campaign.
Before you begin contacting reporters it is
important to prepare yourself and the company by knowing the specific elements
in the plan.
The Press Kit.
digital press kit will help provide reporters information about
your company, products and the services you offer. Included in
this kit should be references to any published articles on your
company, bios on key personnel, photos of products and executive
staff, online brochures, etc. A Fact Sheet, must be included in
the press kit is a quick reference page that provides a summary
of your company location, philosophy/mission statement, product
listing, and contact person. Keep this kit updated.
When to Distribute Releases.
Unless you have a very newsworthy, breaking story, it is best to
distribute releases on Tuesday through Thursday. If your
industry has newsletters, then follow their requirements when to
submit releases/articles to them.
Press Releases and Articles.
Always stick to the facts. It is very tempting to “sell” your
products or services being offered, but is best to give the
facts about your company, its products or service. Keep it
Put yourself in the
position of the reporter. Would you print a release or story by
someone who sent you a well-written release that is informative
with facts and figures and how it will benefit the customer, or
one that only tells you how great they are and that everyone
should buy it?
The length of a press
release should be a maximum of one page, unless absolutely
necessary. Avoid the use of excessive adjectives and fluff. Keep
to the facts.
If you submit an article,
then take the time to write it like a story. Look for an angle
of interest to the readers. This will get the reporter(s)
interested to follow up to you for additional information.
Headlines are important.
Being creative is ok, but don’t get too creative or the reporter
will see this as an advertisement.
This is one of the core elements. The list should contain the
names, emails and phone numbers of reporters (publications,
broadcast, online writers even bloggers) that target your
industry and be updated on a regular basis.
aware of all your media options, this includes digital media.
Bloggers, online news outlets and most traditional print media
have an online presence. Keep them informed because these
resources are the fastest way to get awareness and will help
spread the word.
What to avoid.
The words “Off-The-Record”
is a false belief. Long ago this was considered a way to tell a
reporter inside facts in hopes they become your close friend and
confidant. Well, this is false. Whenever you express to a
reporter this conversation is Off-The-Record, be prepared to
read about it the next day.
Use social media to connect
with reporters. For example most reporters are members of
Linkedin. This is just one of the many social networks to
consider when seeking out different reporters. Invite them to
your network and list your website in the invite for the
reporters learn more about your company.
Any publicity materials you distribute
should always include the correct contact information.
These are just a few tips on learning how
to communicate properly with the media. Other areas to consider is to have a
spokesperson from the company. This person should be knowledgeable about the
products/services and well spoken. It may require some coaching lessons to
prepare an individual on how to meet the press.
Whenever a company distributes releases, or
articles, you should be prepared to respond quickly if a reporter or anyone from
the media contacts you.
I hope you will be able to use these tips
to become a better communicator with the media.
is a Fellow of The Business
Forum Institute and he has been active in the advertising arena
since 1973. He has successfully developed unique concepts, programs,
designs and corporate campaigns for a variety of local, regional
and national accounts. He founded his own advertising and
publicity firm in 1980. Since that time, he has provided the
marketing and publicity services to a wide range of clients
including: Jeep Corporation, Sir Speedy Corporation, Yamaha
Sports, Regal Medial Group, Bell Brand Foods, Laura Scudder’s,
CBS radio, Uniden LPGA Golf Tournament, the City of Orange,
Universal Studios, Snak King, ASICS sporting goods, La Reina
Family Brands, Partition Specialties Inc., MVP RV, Yamaha Music
Schools, Encryption Solutions, Inc., McMahon’s RV, amongst
others. As a designer in Los Angeles, California, George
co-founded a design studio where he created materials for a
variety of television shows and motion pictures: including: “The
Sting”, “Kojak”, and “Lombard and Gable”. He also developed
campaigns for Kenny Rogers, the Osmonds, Kentucky Fried Chicken,
Budget Rent-A-Car, Transamerica and Occidental Life. George
holds a Bachelor of Arts in Graphic Design with minors in
English and Photography from Cal State University of Long Beach.
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