Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it pure luck? It's a question that I am asked often while meeting with small-business owners who are seeking press attention for their companies or products. While luck certainly plays a part, the short answer to this question is "maybe." However with a little practice and skill, a small-business owner can significantly increase the chances of garnering coverage by following some basic journalistic rules.

I started my career in public relations the way many college students do - as an intern. While working for a PR agency one summer, I learned the greatest lessons from a crusty, old newspaper editor with whom I had to have constant contact.

Each time that I called him to follow up on a story idea, I would learn something new - by the time he stopped yelling at me. At summer's end that editor had become a mentor for me and the rules introduced by him have served me well in placing news stories over the years. You see the greatest gift that he gave me was not a hypothetical example found in my college textbook. Rather, it was practical experience in pitching story ideas to "real" journalists.

What I learned from him about approaching journalists with story ideas can be summed up in one word - relevancy and its multiple meanings. Allow me to share with you what I learned that summer. ·

Relevance to Beat Assignments: Only approach a journalist with story ideas that are relevant to his or her news beat assignment.

Relevance to Newsworthiness: Keep in mind that stories must be new, unusual or important, and informative.

Relevance to Time: Take stock in what's happening in your world and in the lives of others around you by paying attention to current events.

Relevance to Audience or Readership: Make sure that your story idea will matter to the specific group of people who comprise the media outlet's readership or viewers. For example, the story idea may only make sense in a magazine that targets working women, or men's health newsletter, or the residents of Cheyenne, Wyoming.

Fifteen years later, I still think about that editor - and every PR mentor I have since encountered - whenever it is time for me to pitch a story idea to another reporter. I still stand by my answer that "maybe" there are secrets to gaining media coverage, but truly understanding the power of relevancy and how journalists regard it is a better bet. It could make the difference between whether a story idea makes it on the front page or lands in the trashcan.

About The Author

Carolyn Davenport-Moncel is president and founder of Mondave Communications, a global marketing and communications firm based in Chicago and Paris, and a subsidiary of MotionTemps, LLC. Contact her at carolyn@motiontemps.com or by phone in the United States at 877.815.0167 or 011.331.4997.9059 in France.

---

Are You Sure You Know What Youre Doing?

Because when it comes to public relations, non-believers can produce... Read More

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

Prior to launching a new public relations campaign, evaluate the... Read More

Publicity: Five Tips for Calling a Reporter

Always ask, "Is now a good time?"Deadlines in journalism are... Read More

Sound Like Your Situation?

What a shame! Potentially productive public relations people resting on... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

Make the Media Your Friend

The media (newspaper, radio, television) can be of enormous help... Read More

Photographs - Ten Tips For Getting Good Shots

Photographs are essential for getting good publicity in the print... Read More

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message... Read More

Youve Done PR the Hard Way Long Enough

As a business, non-profit or association manager, let the tacticians... Read More

PR Power: How to Write a Killer Press Release

I'm what we in the business (the "business" being journalism)... Read More

The Ultimate PR Edge: Getting Reporters To Open Your E-Mails

You know that getting publicity is vital to the health... Read More

Marketing-Minded Financial Planners, Make Your Web Site a Resource for the Media

Reporters, by nature, are curious people.If you can get them... Read More

Publicity: Nailing a Media Interview, Part II (Crisis Management)

We'd all like reporters to ask us about our career... Read More

Managerial Survival Key

For business, non-profit or association managers like yourself, survival pretty... Read More

Got Publicity? How to Become a Household Name

Are you working as hard as you can in your... Read More

Achieve Media Attention for Your Business

Do you want to be quoted by the national press... Read More

Driving Near School Buses in Company Vehicles

School BusesWhen approaching a school bus: Slow down; If the... Read More

PR Essential to Your Success

Whether you are a business, non-profit or association manager, your... Read More

When Tactics Are Not Enough

Your public relations people are busy. The buzz is all... Read More

7 Simple Steps To A PR Launch

A PR product or service launching is a perfect way... Read More

Public Relations Primer, Part I: Packaging Your Story for the Media

Imagine you're in the breakfast cereal business. You make the... Read More

Maybe the Strongest PR on Planet Earth?

Strong for business, non-profit and association managers when they use... Read More

Creating Event Magic through Planned Video Production

Once upon a time, there was a young, stressed out... Read More

Dont Get Eaten Alive!

If you don't have a grip on public relations, how... Read More

Not Getting the PR Results You Want?

The reason might be this simple: as a business, non-profit... Read More

Right PR Focus A Powerful Advantage

Powerful is a strong word. But it fits here. As... Read More

Media Relations: How We Landed on the Wall Street Journals Front Page

Media relations is a great profession.On good days, I earn... Read More

PR? Why?

Well, for starters, because good public relations can alter individual... Read More

What is News?

What may be the more appropriate question is: What makes... Read More

Passion with Purpose - The Winning Combination

The power of PassionPassion is an extraordinarily powerful spring. Without... Read More

Does Your Small Business Have a Grooming Policy?

They say that image is everything and some of us... Read More

The Four Seasons of Publicity - Building an All-Year Publicity

If you're like most publicity seekers, you probably think oneproject... Read More

Getting to Know Your Local City Council Members

The easiest way to meet city council members is to... Read More