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Q: Our company is one of many
in a crowded industry. How can we get the media to pay attention
to our firm?
A. You need to distinguish yourself
from the pack by identifying what makes your firm unique, or at
least unusual. It might be your business model, your expertise or
your intellectual property. Maybe it’s the way you treat your
customers. Or the CEO’s management style. Be specific, though.
Everyone promises customer service — you need to illustrate
why the things you offer are substantially different.
Maybe your company isn’t what’s unusual — perhaps
it’s the people you employ. (Even if the story isn’t specifically
about your product or service, the media exposure can be very helpful
and these kinds of stories are memorable.) What kind of obstacles
has your chief executive overcome to get to where he or she is today?
Does your chief information officer do stand-up comedy in his or
her off hours? Has he or she written a book? Does one of your employees
excel at X-treme sports? Reporters who balk at hyping a business
may leap at human-interest stories. All you need is a hook. Once
you’ve found it, the media will fall into line.
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