How to tell your story when the media isn’t enough

When I get into the media relations part of communications one of the things that I keep asking myself is when I have news is ‘how can I reach more journalists and get them to “buy” the importance of my, or my client’s, news?’

Being in a niche industry, I usually get interest from all of the same players. But when I go outside of that realm, I can see those journalists’ eyes glazing over right on the phone and wondering why I am wasting their time. The thing is that topics, like utility rate increases, that affect people are important to a newspaper’s readers and it’s likely that those readers want/need to know about it.

I find that journalists at medium to small circulations are in such a bind from a financial and staff limitations perspective that they cannot devote the individual time to even consider a type of story that is so clearly out of their everyday news cycle. Read more of this post

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