Media to Feature Your Business

The more coverage a business can get in the local media, the better off it is in terms of public relations and customer knowledge about its product and services. However, in this day and age when free coverage is dwindling due to an emphasis on paid ads, it is more difficult than ever to get this coverage. This article will provide one way in which businesses can get this free publicity.Business to recognize that it can and should be this source in order to get increased media coverage.It is difficult for a business to get press coverage if it is just blowing its own horn and saying how it good it is by winning an award or making a special announcement.

It is more effective for a business to being a valuable source of information for the press. Whenever a specific topic appears on the editors' or reporters' desks, they need to call a spokesperson for more information. For example, if a reporter is doing an article about the rising price of fuel, it would be helpful to get an "objective" quote from a knowledgeable fuel company. Remember, the important word is "objective."

The business needs to designate a PR or communications person who will be the "only" person who will be the initial contact with the press. If anyone else in the business gets a call from the media, the contact person will be notified immediately to return the call. No one else makes comments to the press until the contact person gives the go ahead. The contact person establishes a relationship with the business editors of all the local media--radio, television (cable) and newspaper. These people are notified to call the business when they need additional information on a specific topic related to the business.

The business does not wait for the calls from the press when a relevant event occurs. The contact person will call the designated media people and let them know that they can call if they need additional information. The contact person will also determine who in the business is the best person to comment on this event in a media interview and what will be the specific message being conveyed. The contact person should also write a press release or white paper on the topic and send it to the media. This can also be done with a DVD, as well. If and when the business is covered by the media, the contact person sends a quick e-mail to the reporter with a "thank you" and "remember to call if you need anything else." The important thing for a business to remember is that it has to take the initiative and not to be afraid of getting press. The more a business' name appears in the media, the more credible it becomes as a reliable source and a place to do business.