To benefit from media exposure you must see yourself as a partner in the news making process. Although your primary objective may be to promote your firm, you must always remember that you are not entitled to news coverage. Achieving results from your media marketing strategy is about being useful to reporters and editors, andputting reporters’ needs above your own. This mindset will benefit you over time as your become known as a valuable media resource.
The media are loyal to one thing—their readers. Their overarching mission centers around the stories they deliver to their audiences.
Journalists are not obligated to use the sources they interview. So even though you may spend time helping a reporter with a story, you may not get mentioned in the final piece, or your quote may appear in print without mention of your company. This sometimes happens, and there’s nothing you can do about it.
But your helpfulness will not go unnoticed. Editors and reporters remember their sources—especially if the sources are help them make their jobs easier. Help the media create the best possible stories. Position yourself as a helpful media resource in every way you can. This attitude will reward you many times ove and ensure that media coverage comes your way.
I agree completely.
While your efforts on one particular project may not pay off in terms of coverage that time, the relationship you have built/enhanced will pay dividends at some point in the future.
Posted by: Simon Wakeman | July 07, 2006 at 02:36 PM