for small business, the responsibility of public relations often rests on the shoulders of "no public relations professional." For these people, the first question might be: "How to Start pitching?" But I think people can be just as confused What opportunities are there in the first place. It seems logical that other companies are on TV, quoted in magazines or newspapers, you see that every day. However, separate can stay with their own business and coverage options available to the media.
Before we tackle how to pitch, let's look at where your company can be covered in the media. Each of these categories can be broken down into more categories - which is good news - but let's start with the 10,000-foot view
.A Category: Newspaper. Look at your local newspaper and you will see different parts. Generally, each sheet has some version of the parts such as local news, national news, entertainment, real estate, lifestyle and much more. This means that there are more opportunities for the media in just your local newspaper, depending on how you frame your "news". If you have a product or service that is available at the national level or on the Internet, now your chance to be in the newspaper is literally reached into the hundreds when you consider all the local newspapers across the country.
Category two: the unions. Unions are news organizations that write the stories to be picked up by other media. If you look in your local newspaper, for example, you'll probably see at least one story attributed to AP, or Associated Press. It's the same story was sent to thousands of local news stations, newspapers, websites, radio stations and more, each with a chance to run it. Unions are writers with "beats", or areas of coverage, as well as newspapers. Pitch is one of the journalists about your company and you have the opportunity to be literally hundreds of media at one time.
Category Three: Local Broadcast News. Your local news also has a variety of stories that cover, even though the news value should be a little higher than some other media. They mainly cover breaking news, or on day of event. If your company can tie-in with breaking news theme that's great. If not, there are still other possibilities, such as human interest stories or coverage of local events.
Category Four: National Morning News. This category of media is one of those harder to break in, such as The Today Show or Good Morning America. But again, you never know what will strike the fancy manufacturer, or how your company or products can suddenly be "hot" based on current news. Say, for example, the news is covering food safety issues based on recent violations discovered by the FDA. If you are a manufacturer of food products and can provide expertise to discuss what consumers should do to help keep your family safe, then that is a good time to pick up the phone and a playground.
Category Fri: Magazines. There is a magazine for just about every type of person or interest out there. Since women's issues, technology, entertainment, gardening, home building, fashion and more, this is certainly a category of media, where each company should be able to easily imagine a journalist interested in finding.
Category Six: Internet. The Internet offers some good news - and less good - to media coverage opportunities. The good news is that the Internet provides a growing community dedicated to the media (I think Slate, which was created specifically to be on-line magazine), peers, and blogs on traditional media (on-line versions of People or Shape magazines, for example). More good news is that the "softer" news has a better chance of being covered, because on-line businesses need to update and refresh their content often be relevant to your audience, so they need more content. less good news is that finding all the possible connections to be long, and when you do, it is difficult to track the number of "eyes" of any one place gets. That said, for new and growing company, it may be the very best place to build a portfolio of media that will take you to the next level.
Category Seven: talk show. Talk shows are arguably one of the more challenging areas for coverage. That said, there are still opportunities for companies that can do alone or provide relevant human interest angle issue, for example. Another opportunity is the product coverage as well, you'll notice, several times a year, many of these shows do segments such as holiday gift guides, good children's products, the latest technology, products, or product giveaways for the audience.
Category Eight: Radio. oldie but goodie. Radio is still a great medium for getting the word about local events, people and companies of interest in your community, experts on various topics and many more. With the advent of satellite radio has created more opportunities, such as a dedicated Internet radio station. Although satellite and internet radio stations may have smaller number of listeners of traditional radio, are often broadcast niche market of people who, when markets are more likely to buy your product or service.
Category Nine: Trade Publications. And general magazines, there is probably at least one trade publication for your industry. And since this publication will be writing about a topic, they are often hungry for news. Another perk of media coverage in your trade publication to an influential player in your industry will probably be reading about you, which can always lead to greater synergies, such as partnerships, promotion or speaking opportunities.
As you can see, there is no shortage of opportunities. Understanding that the vast and growing universe of the media there - all looking for products, news and specialists - We hope you will give you confidence and inspiration to get the word out about your own company
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