The media can and do play a major part in marketing, but media Relations should go beyond submitting the standard press release to your local paper. The media exist to inform the public of news, events, business opportunities etc so it is their duty to be kept informed of what is happening out there in the business world!

If you want to get onto the media’s wave length, one option could be to provide some sort of media pack detailing (in brief) the company, its services, the key personnel, levels and sectors of expertise, a current client list and even some up to date case histories. Whatever you decide to use, you need to make sure that the information you supply acts as a carrot!

Options to consider would be to profile your company or someone within it. Has this person achieved something or been recognised in a particular category? You could also look to a diary piece if quirky as this tends to attract attention.

Whatever you decide, don’t be despondent if you’re not given coverage straight away. There are a number of factors that will influence whether or not you’ll appear such as – lack of space, lack of familiarity of your company, bad timing, relevance or even the actual content itself. But, don’t give up. Column inches achieved by you and your company will place you as an expert in your sector.

Always be alive to possibilities. These possibilities may arise as the result of an event (economic or social!), by editorial comment; by industry issues or by developments in your company. Be aware of opportunities beyond the media such as speaker platforms, seminars and/or sponsorship openings.