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Why do competitors get all the press?
admin//March 18, 2013//
Listen to this articleDoes it seem your competitors always get the headlines although your business provides a better, faster, smarter way for customers?
Do you ever wonder why certain companies are “picked” for interviews in the business press, newspaper or on television or radio programs?
Getting the publicity your business deserves boils down to one simple thing: deliberate effort. Companies that enjoy positive publicity usually do so because they proactively reach out to the media to share their expertise.
While deliberate effort is all it takes, it does come with five important rules that, if followed, will maximize your company’s ability to attract media attention.
• Rule No. 1: It’s all about the audience
Media coverage begins with the audience in mind. It’s all about meeting the needs of readers, viewers or listeners through your expert advice.
This rule requires you to give away knowledge, knowing that some people may incorporate that information without hiring your company. But by becoming an expert source in the media, you will position your company to attract prospects that are too busy to do what you do best.
• Rule No. 2: Target precisely
Do not fall into the natural trap of trying to include everyone in your message. Too broad of a message will overwhelm the limited audience with whom you have the chance to attract. Strategically craft your messages toward a targeted segment that will be most likely to respond.
• Rule No. 3: Avoid ad-speak
