At
the end of each year, we always like to total up the numbers and see how
we've done. With basically the same number of clients as in 2003, all
results numbers are up. We issued over 190 press releases, placed over
130 articles and our clients received over 5,700 clips, over 1,200 internationally
that we know of (and we're sure there are more).
Stick to your most important topic when interviewed
A
reporter's job is to gather all the information possible. Your job is
to make sure your most important message gets through. A reporter asks
many questions. You should keep answering only one...the one you want
coverage on.
Remember a basic. Unless the article is 100 percent about your company,
you are one of several being interviewed. That means, if you're lucky,
that you might get three paragraphs or so of coverage.
It's hard not to show the reporter how savvy you are but, if you get talkative
and cover every point of your company's "wonderfulness," reporters
will select what they like best. That might be one of your minor messages.
Meanwhile your most important message goes uncovered.