Three keys to national media coverage
People are always asking, “How do I get the national media to pay attention to my company?”
The answer is simple. Reporters at the national level want one of three things:
- A compelling personality
- Demonstrable results
- Information that nobody else has
When Bill Gates introduces a new idea, the technology landscape shifts. When Warren Buffet makes an investment, markets move. When Michael Dell moves into a new line of business, headlines follow. Compelling personalities are the top one percent of all business leaders, but their involvement in an issue can make news simply by their presence and support.
National media love demonstrable results: that technology is saving lives, that training programs increase productivity, that an educational program is preventing crime, etc. Most importantly, reporters want to interview the people whose lives have changed and not just the company delivering the services or products.
National media also crave information and insights that explain the reasons for national trends. Why are health care costs rising? How much time are companies spending on Sarbanes-Oxley compliance? How will Baby Boomers impact the future of retailing? A compelling insight gleaned from a national survey or from a proprietary source can be a gold mine of national coverage.
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