Simple Steps to Capture the Media Spotlight
According to Friedman, print is a great place to find a huge segment of your buying audience. With over 137 million Americans regularly reading a daily newspaper and more than 31,000 publications ranging from antiques to zoology, print media holds mass appeal as a key source of entertainment and information.
There are several ways to approach the print medium, says Friedman.
Write a "tips" or "how to" article. This is one of the best ways to get free publicity in newspapers and magazines. Offer lots of valuable advice and make sure it's written well enough for a publication to run it without having to heavily edit. Be sure to include your credentials and other boastful information to support your position as an expert—but be careful not to make the article a promotional piece. Editors are looking for content that will be informative to their readers, not a brag piece about you or your company.
Write an "opinion letter. Take a stand on a controversial issue or comment on an issue in the news and send it to the editor of your local paper, or to the opinion editor at other newspapers around the country. Don't forget to put your credentials at the bottom of the letter.
Create photo opportunities. Local newspapers are always looking for interesting photos and images. Create a local event, like a fundraiser, art show or contest. Then make sure to invite the local press to attend. And even if they don't show up, send a photo and press release to them right after the event, while it's still fresh news.
Recycle your print coverage. Turn one media hit into multiple hits by sending a reprint of a weekly newspaper story about you or your company to an editor at a daily newspaper, along with a pitch letter offering a different angle. Send reprints from dailies to national publications. Send articles in trade publications to editors anywhere. Post articles on your website.
"Don't discount coverage in small publications," advises Friedman. "Every newspaper story, sidebar, small mention or magazine article is like gold when trying to get the attention of editors at the national major magazines."
Karlo Jo Helms is vice president of public relations for PostcardMania.
