Another media outlet may have more impact.
Consider: A company in a niche healthcare field was preparing to announce the first-ever broadcast of a TV commercial on cable networks.
By offering an exclusive story to a reporter on the media beat at Ad Age, who had written on a related subject, I secured top-tier industry coverage.
Plus, because of this extensive online platform, the article would link to the one-minute commercial on the company website, adding to the impact.
The news story was published on AdAge.com (and its sister website TVWeek.com); the press release was distributed, and the news spread like wildfire on Twitter and Digg. This activity led to follow-on stories on other online outlets: Gawker, The New York Business Journal, Huffington Post and USA Today, as well as news websites in Mexico and France.
As a result, there were more than 92,000 views of the video advertisement on the website in four days.
When the commercial aired, the phones rang nonstop.
Sometimes the conventional newspapers (The New York Times and The Wall Street Journal) are the most appropriate; when they are not, other venues can be highly effective in telling your story.
After you’ve seen the ad, you’ll get an idea of how sensational news might have to be to merit coverage in the NYT or WSJ, as noted by communications expert Sandra Holtzman.
Have you some vital news to share and need to identify the right publication and reporter? Let’s review the angles and the outlets that make the most sense to promote your story.
Contact me at 212-677-5770 or firstname.lastname@example.org.