| You’re looking to get media coverage on Oprah, or | | | | media outlets that fit your company’s profile and |
| Time, or CNN. You’re holding your breath for the | | | | target your market. Don’t simply concern yourself |
| Today Show and the Wall Street Journal. I don’t | | | | with the viewers or circulation, focus on the fit. |
| blame you. Those are great hits. But the problem is | | | | Also, target your regional and local media, but make |
| those hits take time to garner and usually take several | | | | sure to pitch towards their needs. They are looking |
| different pitches and approaches. Those are the | | | | for local stories with a local hook. Give them what |
| prime media outlets, the ones everyone is shooting | | | | they’re looking for. Unless you live in New York, |
| for. Keep shooting for them. Study the type of | | | | Los Angeles or a similar type of media hub, these |
| stories they cover and come up with ways to present | | | | regional media outlets are not the triple A media hits, |
| your story in a manner that fits their format, but | | | | they are not media that will send your message |
| don’t keep your focus there. | | | | around the country overnight, but they can offer you |
| Target your media campaign. There are hundreds of | | | | solid media coverage. Perhaps even more |
| small media outlets that need stories, from regional | | | | importantly, they can offer you media coverage that |
| magazines and local newspapers and TV outlets to | | | | you can then use to garner more media. Media |
| media that targets a specific market. For example | | | | begets media; that’s the name of the game. So if |
| there are publications that focus strictly on art, or | | | | you’re stuck focusing strictly on the media home |
| sailing, or decorating, or wine. Chances are you can | | | | runs, rethink your strategy. There is a huge media |
| find a publication that specifically covers your field. | | | | world out there. Broaden your approach. Broaden |
| And I’m not necessarily talking about trade | | | | the media bull’s-eye you’re targeting. You’ll |
| publications, although those are always ones to | | | | be surprised the effect some well targeted media |
| consider, but consumer-oriented media that focus on a | | | | coverage can have. Then you can post that media |
| specific field. Take some time and make a list of | | | | on the net, but that’s a whole other article. |