37
The media has routine deadlines and an insatiable appetite
for information. Imagine the amount of information it takes to
produce a daily newspaper or TV newscasts; this demand for
information creates a great opportunity for organizations with an
organized approach to public relations.
If promoting an event, you will focus on entertainment edi-
tors and community calendars. If you have something relating to
health and wellness you may focus on the journalists on the health
beat. A retailer introducing a new product should tie the use of
the product to some signifi-
cant consumer problem.
The media is not your
mother! Don’t expect the
media to care about your
needs—and don’t confuse
PR with a paid advertising
program. Be confident and
respectful, and build rela-
tionships with the media that
will last a lifetime. The re-
turn on investment will be
exponential.
An attitude of sharing versus selling will take you a long
way with the media and other key audiences.
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Quick Ideas 22 to 23
Assignment
Create a list of media
outlets. Capture the media
representing the local busi-
ness community as well as
industry-specific outlets.
Where do customers and
prospects get their industry
and community news?