Ever notice some of your competitors keep showing up in the news, constantly connected with community and news worthy events?

Its not an accident.  These "free" promotions are earned by preparation and consistency.  There are two essential approaches to gaining media placement.

Your PR Strategy would include at least 2 tactics.  One is to persuade reporters that your organization has news worth reporting. This approach is deliberate and news release driven.  Use a predetermined and regular schedule for your news releases.  Use wire services for the more routine releases, but be sure you also include favorite reporters.  Our favorite wire service that allows you to manage all this easily is SB Wire services.

The second is to persuade reporters there are individuals within your organization who are experts in certain areas and worth interviewing.  This approach is opportunity and pitch driven.  This tactic you should create relationships between your spokesmen and selected reporters.

So what can you do to find your company "in the news" more often?  Follow this 6 steps and you will find yourself with a new public face!

1. Set up a wire service account.   Most mortgage broker  companies don't bother with this service.  It is a huge mistake!  A wire service account is the basic building block for lots of low cost publicity.  We've made arrangement for a free account news wire account here:  Open your account here. 

2. Play reporter. Forget for a moment, your organization's objectives, and see the world as a reporter. Think about your "newspaper" or other whatever other media you are pretending to represent. Think about the audience you must satisfy. What topics are of interest to your audience? What topics are newsworthy, intriguing or even controversial?

3. Now, find your source! Match the newsworthy topic to the individuals in your organization or clientele who can best satisfy your "reporter" needs? Who will be most persuasive?

4. Next, think of a several reporters whom you know or like their work. Match the "source" with the "reporter" best suited for this type of news. Now, you're making progress. By managing this relationship, you help create 2 PR opportunities. One, when you have topical news you want released, you have a "go to" lead reporter. Two, when your reporter needs an "expert" on certain subjects, they have their "go to" person in your organization!  Either way, you're in the news as a credible source and community participant.

5. Think long term. Your relationships with reporters should have a long term perspective. Even though they are independent and may not take every news pitch you prepare, handle them in a way in which the reporter is willing to read your next newsworthy release. This helps cultivate your standing as a reliable source and mutual respect.

6. Develop platforms for your in house "experts". Profiling your experts on your websites and resources for reporters, you provide accessibility. If you have an expert who can speak on a "hot news topic", consider sending out a media advisory alerting reporters to the availability of your expert, and their position on the topic.

Once last suggestion.  We have found an inexpensive software to help manage our publicity and PR.  We highly recommend it.  Get details on mastering public relaitons here.