News coverage can be a big boost to your company’s success. No matter what you want the public to know about—be it a product, a service, or an agenda—press coverage not only gets your message out, but lends credibility to your business. Sometimes getting coverage is a matter of being in the right place at the right time. Rather than rely on luck, some companies hire a public relations firm to represent them. But that investment is not always necessary. Here are six steps you can take to get your company in the news on a regular basis:
1. Define your goal. Why do you want news coverage? What is it you want people to know, buy, or believe about your company? The more definitive you can be, the more you’ll be able to target the proper audience. The more you know about who you’re trying to reach, the better. Then you can determine the right media outlets to contact. Are you targeting well-educated customers with disposable income? The New York Times and business journals are two good matches. Are you looking for a younger audience who lives in New York City? WPIX is a possibility for you. Do you want to impress your fellow engineers? Look for trade publications. (more…)