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Front Page Coverage – That’s What I Want!

February 4, 2010 on 1:41 pm | In Journalism, Media, Media Relations, News, PR, Public Relations | View Comments

Does everyone in business seem to think all you have to do is call the local daily paper and they come out to do a page one profile of your business? With all the downsizing, it’s hard enough just to get the media to open your emails or take your calls. Getting a front page story just because you want it: priceless.

I was talking with a prospect once who tossed this off as if it was no big deal, “of course we’d like to have the paper come down, meet our principals and do a profile of our business.” Another one wants to become a “rock star-type celebrity” in his industry.

Well, I’d like to win the lottery, but at least I know I have to buy a ticket first in order to be in the running.

Got any thoughts on this subject?

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Brilliant post. I’m going to start using these questions immediately. It’s critical for your readers to get engaged and I have had trouble hearing back from them. I get frequent comments through email, but not back at the blog. This will help a lot. Just a little grease to spark the conversation. I can see how this will start something

Comment by sascha — February 5, 2010 #
Great post! Today, it’s challenging enough to get even a very short mention from a press release in the print edition, let alone “good news” on the front page or other prominent position.

One of the best things we can do for our clients is to help them understand the media by not allowing them to set unrealistic expectations. I’m always fascinated by the number of people who think you pay to have a press release or feature article put in the paper.

The way to get premium coverage is to position yourself as a valued resource to the media, not only for your own company/client, but also as a general information source. An accessible, helpful and responsive PR contact will ultimately see return on that investment.

Comment by Karen — February 5, 2010 #
I field issues like this every week or so, regardless of how many times I’ve tried to explain to clients that newsworthiness of a story idea needs to be assessed from the position of the media and target audience, not from the client’s marketing ambitions. I’ve turned down assignments where a client insists I pitch a story that I knew had no merit, explaining that I needed to protect my media relationships, and wouldn’t abuse their trust by pitching an un-newsworthy story. Some clients have been taken aback by this, but it’s helped make my point and begin to train them.

Comment by Karen Nardozza — February 5, 2010 #
Thanks for your comments, Karen, Karen and Valerie. Whether it’s PR or advertising, one of the best things we can do for clients is manage their expectations.

Comment by Harry Hoover — February 5, 2010 #
Want media coverage of any type? Be newsworthy. Build relationships. Become remarkable.

While the methodology is not rocket science, creating something to talk about seems to be the biggest hurdles companies (and individuals) face.

Be original and watch the media come. They always love and welcome a great story.

Comment by Valerie Reddemann — February 5, 2010 #
Couldn’t agree with all of you more! Harry, I should have this post made into a t-shirt.

Comment by Sandy — February 5, 2010 #
From the client perspective, I understand completely – so when are you going to make me a rock-star celebrity on the front page of the newspaper… forget that, just give me your winning lottery ticket.

Comment by Pat Quinn — February 6, 2010 #
Oh, and Pat, let me introduce you to this leprechaun with a pot of gold.

Comment by Harry Hoover — February 6, 2010 #

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Front Page Coverage – That’s What I Want!

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