Understanding how the media works, what makes news and how to make the news can be valuable knowledge for any business. Favorable media exposure means recognition in the business community and a higher profile among potential employees, donors and investors.
Here are some "inside" tips on the do's and do not's when it comes to gaining media attention for your company.
Although all the media search out and welcome news stories, TV, radio and newspapers each have unique characteristics that will affect their likely interest in your story...
What makes the print media unique is its ability to provide in-depth commentary by way of longer news articles and the fact that newspapers and magazines have long shelf lives--compared to TV and radio. Business news with its financial results and long-term strategies make a nice fit with print media.
Radio may not be the first choice when it comes to business coverage, but when speed counts, radio has the advantage of being able to produce and air a broadcast report minutes after news breaks. Also, morning drive-time shows and evening rush hour programming often have large followings and loyal listeners, though they are unlikely to be a strictly business audience.
As we unfortunately learned on 9-11, TV's strength is its ability to blend pictures with storytelling to create a compelling and visual broadcast that can leave an impression for a very long time. When it comes to business coverage, television is at a small disadvantage since most business stories are short on visual elements/pictures. Nevertheless, many special TV programs, such as 60 Minutes, have over the years aired strong and compelling business stories.
--to be continued!