37

The media has routine deadlines and an insatiable appetite

for information. Imagine the amount of information it takes to
produce a daily newspaper or TV newscasts; this demand for
information creates a great opportunity for organizations with an
organized approach to public relations.

If promoting an event, you will focus on entertainment edi-

tors and community calendars. If you have something relating to
health and wellness you may focus on the journalists on the health
beat. A retailer introducing a new product should tie the use of

the product to some signifi-
cant consumer problem.

The media is not your

mother! Don’t expect the
media to care about your
needs—and don’t confuse
PR with a paid advertising
program. Be confident and
respectful, and build rela-
tionships with the media that
will last a lifetime. The re-
turn on investment will be
exponential.

23

The Media Is Your Friend—

Not Your Mother

An attitude of sharing versus selling will take you a long

way with the media and other key audiences.

Epilogue

Epilogue

Epilogue

Epilogue

Epilogue

Quick Ideas 22 to 23

Assignment

Create a list of media

outlets. Capture the media
representing the local busi-
ness community as well as
industry-specific outlets.
Where do customers and
prospects get their industry
and community news?