With Valentine’s Day nearing, love might be on your mind…or not, if you are thinking about the media. Over the past year, we have heard many friends and colleagues say that they no longer watch the news because it’s too depressing or too negative. No doubt there are times it can be too much, such as the horrifying images coming in from Haiti, or perhaps when a child goes missing. Taking a break now and then is probably healthy for the psyche.
And as PR professionals we have occasional frustrations when we pitch a great story to a news outlet and they “pass,” only to run something sensational or trivial instead. But before you dismiss the media entirely, there are a few things to remember. The media breaks stories that can change the course of history: think Watergate. But it’s also a great source for tips, advice, recipes and seasonal ideas. As citizens of this country, and citizens of the world, having the privilege of a free press cannot be underestimated. And for every story we hear about the demise of the media, good news crops up as well. For example, while many newspapers are folding or facing unprecedented trials, online readership of those same newspapers is up 40% or more according to some reports.
So this week’s tip is mostly a reminder about making the media work to your advantage. The media is a business, and your own business can benefit by understanding this and making it work in your favor. As we have noted many times - and it remains true - media coverage is the fastest, easiest and least expensive way to get the word out about your company. And no other form of marketing can bring the instant credibility to your business, or you as an industry expert, as the third party endorsement a news organization can provide. We invite you to review past tips for specifics on how to identify your best opportunities and pitch yourself to media so that you can be today’s top story.
Tags: dealing with the media, Jet set tips, pr takeoff, Regina Novickis, Stacey Johnes, Takeoff Tips