Getting Media Coverage

The best and worst get ink

When you want your message to picked up by the media, try providing a best of/worst of message. This type of approach has a very high publish rate. According to Joan Stewart of The Publicity Hound, surveys that announce the best and worst of a particular category will generate ink, especially if they are controversial. This is an effective strategy for those selling to consumers or other businesses.

One way to get started creating a best/worst opportunity is by compiling an annual list, something that people anticipate every year. Your list can include the best ideas, top practices, best people, etc.

According to Publicity Hound, a recent example of this type of outreach is Cintas Corporation, a provider of bathroom supplies for businesses. Cintas recently released its list of the top ten restrooms in America. The release of the Cintas best list got picked up by major media outlets including CNN.

Another method for creating news and receiving pick up is through the release of customer surveys. This proprietary information is of interest to those in your industry as well as others. Just make sure that your sample size is around 250 or more.

Once you've distributed this information, make sure it is available on your website. You may even consider referencing the findings or full press release in your direct marketing literature.