The Tribe Discovers the Importance of Mainstream Media Appearances

The next day, an errant lightning-bolt from Zeus set fire to a section of Olympian forest. Like clockwork, Marka distributed a statement to outlets across Olympus containing Org’s commentary on the importance of containing fire as well as several tips for preventing fire damage.

FEI’s statement immediately popped up in the inbox of KNN reporter Hermes Watson. Faster than a bolt of lightning, Hermes was on the phone with FEI. That night, Org appeared on the 7 p.m. KNN Evening News to discuss fire safety and prevention.

The next night, Marka, Org and Zoot celebrated FEI’s success at the Red Argus.

“That media interview was seen by almost 500,000 Olympians,” Marka pointed out. “It’s only a matter of time before sales calls start coming in.”

“And I’ve already received an invitation to come on Olympus National News tomorrow night,” Org said.

“Once again, I have to eat my words,” Zoot admitted.

Today’s FIRE! Point:
Traditional media appearances offer a level of exposure unmatched by trade articles, press releases or any other form of public relations. Create a press kit containing information on your company’s spokesperson and distribute to media outlets, whether you’re following up on a story or not. A series of regular media releases on your designated spokesperson need to be designed and sent out. Over time, important media contacts will come to think of your company’s spokesperson as an industry authority and turn to him or her when in need of an expert resource.

FIRE! in Action
MobilSphere Generates Good PR with Personalized Blogger Outreach

The mobile messaging and telephony solutions provider targeted business, technology and lifestyle bloggers with a customized pitch explaining why its new ‘slydial’ product was a good topic for his or her specific blog. As a result, 381 bloggers wrote about slydial; more importantly, the product’s user base grew from 5,000 to 200,000 users.