Getting the media to pay attention to you, your business, project or event is challenging, so how do you go about getting the media to help you get your message out?

First you must have some sort of strategy: What are you trying to achieve? introduce something new, build reputation, increase traffic, etc. Be realistic because any marketing goal takes time to build and requires a mix of other marketing tactics.

Read the papers or media that you want to be in. See what they look for and take notice who's writing what. Most media want information that is useful, current, has a human interest or local angle. Don't build a commercial - writers just want the news.

The most common way to reach out to the media is through a press release. After you send a release follow up with a phone call or email. If you get a reporter on the line, be brief and to the point. Offer to supply them with additional information, a product sample, photographs, whatever it takes to hook them in. Your goal is to build a relationship. Ask what you can do to make the job easier or what upcoming stories you can assist them on... start building a rapport and you'll be contacted more often in the future. Keep in touch with reporters even when you don't have any news (but don't go overboard).

Here are some questions to ask yourself to get started.

1. Who are your clients or potential clients?
2. Who are your competitors?
3. What makes you different from your competitors?
4. What is an interesting or unique aspect of you or your business?
5. What would you like to be known for or known as?
6. What 6 media outlets would you like to be in/on (realistically) and why do you think each one should cover you? (include at least one TV, radio, magazine, newspaper, web site)