Get Media Smart!

Almost everyone understands that positive news coverage is good for business. Positive news coverage can transform you from a hardworking local professional to a nationally recognized expert who is:

• Seen as an industry leader
• Known as trustworthy and credible
• Understood as the professional to turn to for expert advice
• Profitable through increased referrals and qualified leads

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Tip: Getting mentioned in the media is a much more powerful and less expensive marketing strategy than advertising. Positive news coverage costs little more than your time and effort and is a powerful testimonial to your expertise.

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There are some legitimate reasons and misconceptions that make it difficult for professionals to work with the media. Which sound familiar to you?

• The media is not your specialty.
• You already have too much to do.
• Your financial resources are limited.
• You do not understand the value of ink and air.
• You do not know how to construct a media strategy.

This Get Media Smart! resource guide will show you how to build a media marketing strategy that will give you a return on your investment in both time and money. You can develop media skills without being a media specialist.

Why the Media Need You

How to Find the Media

Creating a Target Media List

Where Stories Come From

Six Rules of Media Etiquette

Adding the Media to Your Marketing Plan

Sample News Release

Glossary of Media Terms

Copyright © Ink&Air 1998