If you want media, you’ve got to be ready for it. Media placement from a PR firm like Stern And Company is important, but it is only part of the game. Frankly, it’s probably less than half of a Media Relations campaign.
While it’s important to have periodic stories that focus almost, if not solely on your company, they are general few and far beween, especially in your company’s specific market(s). More frequent are “round up” stories regarding breaking news in which companies are called upon to comment.
Most of these stories involve business or regulation, on a state or national level and for any number of reasons, not the least of which is “ink,” it’s important for you to be informed.
National and local reporters write about “The Employment Situation,” as the Department of Labor calls its “unemployment” news release disseminated the first Friday of each month. They write “trade inventories,” formerly known as the “wholesale trade” report; the Gross Domestic Product (GDP), the Consumer Price Index and many others.
All of these economic indicators has some sort of impact on business and frequently the media seeks out “regular” business people for a comment, as well as economists and major players in the world of business. To be quoted in the same story as nationally known business leaders and economists almost automatically elevates the perception of you as an expert. As such, the germ of visibility is planted and grows over time to a point where calls on economic and business issues will increase.
As such, so will your visibility and that of your company.