| Gaining national or local media exposure for your | | | | information". |
| company, products or services in print is one of the | | | | 3. A huge variety of publications. One of the most |
| most valuable ways to secure consumer interest in | | | | attractive aspects of the print media is the huge |
| your business. While many companies turn to | | | | variety of publications you can target: daily and weekly |
| advertising (a costly road to go down) many overlook | | | | newspapers, local and national magazines, the trade |
| the power (and more cost effective nature) of Public | | | | publications of your industry. "There's truly an endless |
| Relations and especially the power of newspaper and | | | | source of publications to target." This enables your print |
| magazine PR. | | | | PR campaign to be as targeted as possible, almost |
| Have you ever picked up a national newspaper or | | | | down to the exact demographic! In the world of print, |
| industry trade magazine and seen one of your | | | | the more choice there is, the more opportunities you |
| competitors featured in an article and thought "Should | | | | have to penetrate niche markets. |
| my company be doing this? What is the value to | | | | 4. Interviews are not all held over the phone. Many |
| having my company featured in an article like this?" | | | | busy business people want to get coverage in |
| The answer to the first question is: yes, you should | | | | newspapers and magazines, but are too tied up at |
| ABSOLUTELY be trying to get coverage for your | | | | work to deal with impromptu telephone interviews by |
| company in newspapers and magazines. This lets | | | | journalists that last for hours. Also, many are being |
| consumers nationally and locally know that your | | | | interviewed for the first time and are scared that they |
| product is out there and available. Here Marsha | | | | will be misquoted or say the wrong thing. "Another |
| Friedman will give you the answer the second | | | | great aspect of print media is that many interviews |
| question: What is the value of doing print PR for your | | | | are done via email so when this happens it gives you |
| company?: | | | | a chance to carefully consider and reconsider the best |
| 1. Anything written is perceived to be true. In any | | | | way to convey your message within the construct of |
| business industry it is important to have and continue | | | | the question". Thankfully email interviews are becoming |
| building credibility. Without credibility, consumers and | | | | more common and as a result give you ample time to |
| business associates will not pay attention to your | | | | think and respond to each question to ensure that you |
| message. One of the most valuable aspects of using | | | | communicate your message in a clear fashion! |
| a print campaign to get media coverage is that | | | | 5. Every publication offers an opportunity! Many people |
| anything written is believed to be an absolute fact. | | | | think that if you are not going to get your article |
| "Therefore articles you've written that get published or | | | | published in a major national newspaper or magazine, |
| articles with quotes from you gives you immediate | | | | then a print PR campaign is a waste of time 'I want |
| positioning as an expert in your field". | | | | USA Today or Nothing!' It is true, coverage in a huge |
| 2. Print is where you'll find a huge segment of your | | | | national title can be phenomenal, but you may be |
| buying audience. Going to a newsstand nowadays you | | | | missing a huge segment of your market! "Don't |
| are bombarded with choice. Newspapers and | | | | discount coverage in small publications". "Every |
| magazines are scattered all over the floors and filling | | | | newspaper story, sidebar, small mention or magazine |
| the racks with more titles than ever before. "With over | | | | article is like gold when trying to get the attention of |
| 137 million Americans regularly reading a daily | | | | editors at the national major magazines, or the senior |
| newspaper and more than 31,000 publications ranging | | | | producers of national TV shows." |
| from antiques to zoology, print media holds mass | | | | So now you are ready to get writing! |
| appeal as a key source of entertainment and | | | | |