Can you recommend best-practices for getting our company profiled or quoted in the press? We’ve already begun blogging, and are seeing some nice results. We also have a number of experts on staff who can speak intelligently on topics that should be of interest to potential clients. How can we position ourselves optimally for getting covered by the media?

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Jay’s Answer: To get picked up by specific media, understand their demographics and the article trends. Spend time to sincerely develop relationships with the editors, so that when you do contact them, they’ll answer your call/email, Then, based on your company’s expertise, suggest story ideas to the proper editors. In addition to the story provide them with some possible sources for material (including your company, if appropriate).

Another approach to being picked up by the media is to do/say something outrageous. The media is looking for a “story”, not just another business ho-hum “piece”. Take a stand completely against the mainstream, and justify it with lots of data. Start an argument, dare someone publicly, or simply play “devil’s advocate”. Done right, you’ll be seen as a passionate expert on a topic and worth covering.