Bill Corbett, Jr kindly quoted me in his post “Tips to Extend Media Coverage” on DBMEi. Here are excerpts and a link to the entire post
Media coverage is not easily obtained, but comes at a great cost and effort. It is highly sought after because of the credibility and significant exposure derived from it. Today’s media cycle is constantly moving, which gives many stories short-term relevance but a long-term shelf life. When a company or an organization does get a story in the press, it must do everything it can to leverage its exposure quickly to secure a return on investment. Below are several strategies for ways of extending the life and brand-building power of hard-earned media coverage….
…PR pro John Lee said, “Depending on where your story lands on the media food chain, use it as a stepping stone to garner more coverage. Compelling print and online stories can be the best way to generate TV coverage, especially when they include a compelling human interest story. Use print coverage prominently in a pitch to TV, but emphasize the visual aspects to the story, and if possible, suggest a fresh angle or an interesting person who can be interviewed.”