Maximizing Your Media Presence

Media Relations

By Bob Weiss

January 2005

It's exciting to be quoted in the paper or to have an article appear in the local business journal or a trade association newsletter.

To get maximum value from such media placements, however, you have to "merchandise the clipping." You can't assume all of your colleagues, clients and referral sources read the paper that day, or saw that month's newsletter. Even if they did, reinforcing that you are a media source or contributor only helps build your reputation. The credibility of the media or trade organization gets extended to you when you are published.

If you write and place articles some advance planning is in order. Make sure you retain or share the copyright to your work. After it appears post it to your Web site. If the publisher will give the right to make copies you should send them out with a cover note or letter attached saying "I thought you'd find my article from NAME OF PUBLICATION discussing TOPIC of interest." Many publications sell attractive reprints you can buy. Ask about them.

Distribute your article to colleagues, clients and referral sources. They need fresh reasons to justify their relationships with you-an article is one of the best ways to encourage referrals and retain existing clients.

If you are quoted in a prominent publication, obtains copies of the article, highlight your quote and distribute them similarly.

ALYN-WEISS & ASSOCIATES, INC.
Public Relations | Marketing
1331 - 17th Street, Suite 410
Denver, CO 80202

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