The Tribe Discovers the Importance of Mainstream Media Appearances

Last week, the Fire Enterprises, Inc. (FEI) tribe discovered the importance of using ghostwritten trade articles to create good public relations for both fire companies and fire company leaders. This week, the tribe discusses the importance of obtaining mainstream media coverage for fire businesses. Remember, fire = print.

Zoot remained unconvinced that mainstream media coverage was a smart path down the public relations highway. “Marka, didn’t you once say you can’t trust mainstream media?”

“At one point I said managing major media is more unpredictable than trade media,” Marka replied, gently correcting her friend. “However, from a public relations standpoint, mainstream media offers obvious advantages. Many of our prospects don’t read industry publications. Almost everyone, however, picks up a paper or watches the news. Appearances in major media will give Org and the FEI brand an unprecedented level of visibility.”

“Every business is clamoring for a spot in the mainstream media,” Zoot said. “How do we vault FEI ahead of the competition?”

“When fire-related media opportunities arise in the future,” Marka explained, “we’ll immediately send out a release commenting on the situation, along with a media kit. These releases will be distributed to our list of media contacts, which includes O-TV and O-radio stations, O-newspapers and even reputable O-blogs.”

“And the media kits?” Zoot asked.

“The goal of the media kit is to make it clear who at FEI is available to comment on the situation as well as their credentials,” Marka said. “A media kit should contain Org’s updated bio and photo as well as links to previous PR appearances. Over time, important media contacts will come to think of Org as an industry authority and turn to him when in need of an expert resource.”

“I’m convinced,” Org said. “Marka, put this together today—I want to be in the press as soon as possible.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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