Having your business featured by newspapers, magazines, TV or radio gives you valuable exposure that money cannot buy. Some people get this attention because they know how to create and make the most of media opportunities. Here are five techniques to use for your own business.

1. Support The Media. Contact the editors of publications and programs you follow, commenting on their work and suggesting specific story ideas in your industry or field of expertise. Share your knowledge and be seen as an expert, by keeping editors informed about developments in your area. Support the media through subscriptions and advertising. Healthy media can afford to give wide coverage, and your business could get a turn.
2. Make The News. Send out important news releases instead of empty self-promotion. Struggles or setbacks can be more interesting than positive news, especially if you explain what you’re doing to improve the situation.
3. Respond To Media Calls. All who answer your telephone should realize the value of calls from journalists, and be prepared to respond promptly and helpfully with general information. Be available for interviews over the phone or in person, and be willing to let the journalist talk freely to other staff members.
4. Help The Journalist Do A Good Job. Invite the journalist to visit your business and take pictures, or offer your own photos. Provide useful reference material, including names of experts and even competitors.
5. Follow Up Any Coverage. A note of appreciation may help editors and journalists remember you next time. If you disagree with anything, a reasonably worded letter to the editor may get published, bringing you additional attention. Overwhelmed? Public relations specialists and freelance writers can handle some of these techniques for you. If you make media relations part of your marketing strategy, you should gain valuable free publicity for your business.