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The Business Forum Journal


Tips On How To Get Media Exposure

By George Carson


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.

A 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 newsworthy.

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.

The Media List.

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.

Digital Media.

Be 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.

Social Networking

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.

George Carson 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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