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How to get media to write about you



Problem:
You have a great thing you want to get media to report on. It's a product that will help their readers. It solves a common problem in a cheaper/smarter/prettier/nicer/better way than any other product available. Your first problem is to find a brave person who dares to report on this. Journalists, as a group, are not unusually brave people, they are like most of us - they also pick the most well known brands of merchandise off the shelves when they go shopping because they recognize them from before.

Media's own view:
I read a great column entitled ”Why don't you ever write about us” written by Ida Kärrby at IDG's newsletter Market Assessment No. 3-2003.

In this, she writes:
1. Make sure you have a product that suits our readers.
2. Provide relevant information about it, please call or write to the right person.
3. Never try to bribe anyone to write a story - of course!
4. Never call and say:”I have an idea for an article for you”.
5. Don't send the press release again simply because nothing happened when you sent it out the first time.
6. Think of what the magazine/newspaper wants to give its readers.

Simple and wise. But is it really that easy? No.

Solution:
I think the key is called ”stay current”. To beat the rock from many directions with what you want to tell the world. To stay alert to what's happening in the outside world. To read the newspapers you want to be featured in and to also advertise in them and in other media. By being active in your contacts with the media - read articles with a third eye looking for a way to connect your company to the latest items. Show them through your marketing that your business is here to stay for years to come. Find a gap where you are needed. Find ways to help the journalists, to make their lives easier. Make a name for yourself and for something that you can be honest and straight-forward about. And above all - make the products so good, that any newspaper will regret turnings its back on you.
You see – this is just like the relationship with your customers.




About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

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