@MarketingForYou As you can imagine, journalists, editors, and producers are practically assailed with press releases. Below are tips to improve your chances of getting the press coverage you want:

1) Focus your efforts toward publications and TV/radio programs that appeal to your target audience.

2) Make sure your press releases provide real news and value to media outlets.

3) Journalists, editors, and producers have very tight deadlines, so send them exactly what they ask for when they ask for it.

4) Make sure your press release answers: who, what, when, where, why, and how.

5) Be brief, professional, and friendly in all of your dealings with the media.

6) Pestering the media will not help your cause. While the process can be frustrating, try to remain focused and positive. Building publicity for your business is a process that will take time.

7) Work to build a positive relationship with the media. By providing stories that have value and by being easy to work with, you’ll increase the chances that journalists will remember you the next time they need a quote for a story related to your area of expertise.

In regard to what should be included with the media message, I find that TV producers like to see video clips of the business owner on TV. If you have video clips, include a link with your press release so the producer can see how you perform in front of the camera. If you haven’t been on TV yet, it can be helpful to post a video clip of yourself briefly talking about an aspect of your business.

I try to avoid paid press coverage because it doesn’t give the same impression of objectivity that free press coverage does. Customers are more savvy than ever, and they know an advertorial when they see one.