In the previous article we discussed the role publicity can play in getting your company's name and message into the minds of your prospects.  Not only is publicity one of the most potent ways to motivate people to do business with you, it's a brutally effective strategy to help establish you as the expert in your market, while casting doubt on your competition.

Unfortunately, many companies fail to get the coverage they desire due to a lack of understanding of the inner workings of the press. To fully capitalize on this marketing phenomenon and see your business enjoy increased exposure and growth you must know how the media operates, what they look for and just as importantly what they do not.

Before we begin its critical that you know that the media needs you!

Most reporters are responsible for finding their own stories. They are constantly on the lookout for new ideas. Their job depends on attracting and keeping readers or viewers. Reporters may be dispatched to a late breaking news scene from time to time, but usually they are responsible solely for their assigned beat covering specific types of stories.

So when you're ready to capitalize on the media's insatiable appetite for new information, follow these simple rules:  

Relationships are critical to your success.
Get to know the reporters, editors, and producers in your market. When they need help with a story or need a quote to substantiate a point, they call people they know and trust. This list of contacts or "sources" is kept in what is commonly referred to as a Green File. You want to be in this file. Call your local reporters, the ones who write on topics related to your business expertise and let them know you are available when the need arises. Also tell them if you can be contacted on short notice. This is a very strong relationship builder