Imagine this…Your company wins the business of a client so big, well-known and exciting that EVERYONE will be talking about it. What’s more, the customer agrees to allow their name to be mentioned in a press release! The press release is written, the customer approves it and, because the name is so recognizable, the New York Times wants to cover the story. The. New. York. Times. With its millions of readers and countless news bureaus throughout the nation and the world, your company is sure to become as recognizable as your customer’s. Right?! Well, maybe.
What happens next? The reporter interviews the customer, who confirms that they have a relationship with you and they are feeling very positive about it. The article is published and millions of readers have the opportunity to see the headline and they think ‘What is this amazing company that has won the wallet of this legendary company I know and love?’ They read the article and are impressed. You sit back in your chair with your feet up and think, “This piece of media coverage will last us a long time.”
Being the readers that they are, they read other articles and the next day even more and the next day even more. Soon, they have forgotten the name of your company and don’t really even remember you having a relationship with that cool household name customer. But how can this be? It was a feature article in The. New. York. Times. This, my friends, is the sad story of what happens when you practice one-off media relations.
Like one-hit wonders in the music industry that fade from our memory even if we loved their song and they had a great video on MTV; similarly, your company will fade from memory if you appear in the news just once, once every 6 months or even once every quarter. Unless you are published regularly, your company’s story fades from memory, even if you share that one tremendous New York Times article on your website, over social media and in your company newsletter. Consistent and persistent media coverage will make you famous for the long-term and one-off coverage doesn’t fit that model of media success.
This begs the question “How can I be in the news regularly in order to make a lasting impression in the minds of my prospects, customers and others I want to influence?” Identify the news at your company; identify your target publications and journalists, making sure their readers are your potential customers; and regularly share relevant news and expertise with them. Is this simple? Yes. Is it easy? No. It takes a dedicated effort to ensure your company has consistent, persistent, highly relevant and well-timed contact with the media. Not to worry, that’s what we’re here for—to take the burden of media protocol off your shoulders so you can focus on what you do best—and because you can do better than almost famous.