An editorial tour is often the most effective and cost-efficient way to put your company’s name in print, especially when you consider an editor may spend up to 30 seconds reviewing your press release. With a press tour, you can capture up to 30 minutes of face-to-face time, sometimes more.
You get to provide that reporter with the foundation of his/her knowledge of your company, markets and industry. You can even attempt to set a baseline by which competitors will be judged. But, don’t consider a press tour to your top ten media without answering “yes” to at least one of the following. Otherwise, the tour could backfire since you wasted the editors’ time.
- Do you have a revolutionary new product/technology/service to introduce?
- Does your company truly have a “guru” who can offer insightful views on your markets and industry?
- Do you have a multitude of things to discuss which can be sliced and diced among the various media on the tour?
For some time, we’ve been only creating mini-application case history stories for Zebra’s Card Imaging Division. We are pleased to announce that we will now undertake a full and comprehensive public relations plan for this industry leader in creating the printers that print plastic cards. There’s a good chance a Zebra card printer printed your drivers license.
Contrary to most sites, ours is built for editors to download information and photographs. As Larry Anderson, editor of Access Control & Systems Integration, says, “Our editors swear by your site.”