Knowing Media = Successful PR
Written by PR Etc., Inc.
Published by Rockford Register Star
Monday, April 12, 2004

Companies often ask us the best way for them to garner media coverage. They’re frustrated that they’ve issued dozens of news releases but with no pick up on their story. While there is no golden rule to gaining that coverage, really knowing the media is the single most important guideline you can follow to assist in your efforts.

Each media vehicle and each market has specific requirements and needs, whether you are looking for coverage with local, regional or national broadcast or print media, or if you are seeking exposure in trade or vertical publications.

• Television: Think visuals! Television can tell your story better with pictures or graphics and it certainly makes it more interesting to viewers than talking heads. Also, become acquainted with the station’s public affairs programs for guest spot opportunities.
• Radio: Know their format and demographics. Pitching an interview or story about a business-to-business issue is not of interest to a radio station with a format centered on teenagers.
• Print: Get to know the sections and sub-sections of the publication. For example, the Rockford Register Star has a Life & Style section which, each Wednesday focuses on food, and weekends focuses on home and garden topics. Where does your story fit?

Keeping these ideas in mind when approaching the media will help you develop better relations with them and assist in gaining the coverage you are seeking.