Generating Your Own Media Coverage

Whatever type of media you are contacting there are a few golden rules to follow to help you get your story featured. However be prepared, there's no secret recipe to gaining media interest.

• Be helpful - journalists are incredible busy people. If they think you are wasting their time you will not get anywhere this time and more than likely in the future as well. Offer the journalists the information and stories they really want. Make life as easy as possible for them, sending press releases in the format they prefer, writing case studies and releases they can simple lift off for their own use.
• Be responsive - Journalists tend to work on short notice. Have all of the information you think you'll likely to need to hand. Make spokespeople available on call. Ensure photo shoots or filming opportunities can be set up at a moments notice. Be prepared to answer detailed questions whenever you talk to the media.
• Be innovative - Journalists receive hundreds of press releases and story ideas each day. Find a way to make your organisations stand out. An unusual event, something completely new or a strong human interest angle, can help your organisations stand out from the crowd. If writing a press release put the most interesting facts in the first paragraph to grip the journalist's attention.
• Be accurate - Double check any correspondence with the media very carefully. Any typing errors or grammatical mistakes could mean your release is rejected straight off. Always get someone else to proof read your releases.
• Be honest - If you exaggerate details of what you are selling in and are caught out it could damage your organisation's reputation.

For advice on specific media types check out the following pages:
Trade media advice
Broadcast media advice
Regional media advice