| We see it everyday, articles about businesses in the | | | | available to reporters who are often under time |
| local paper, internet news sites, or industry | | | | constraints for their articles. Strive to be the "go-to |
| publications. But why do companies bother doing | | | | expert" that reporters can count on! |
| interviews and building relationships with reporters and | | | | Having your business in the news also increases your |
| media experts? Because a business news story is | | | | credibility, since news stories have a huge impact on |
| worth approximately seven times the value of | | | | a company's reputation. Readers often think that |
| purchased advertising! | | | | "anyone" can buy an ad, but only leaders and experts |
| That's an amazing number, but getting an interview | | | | are quoted or featured in news stories. |
| or story in the news isn't necessarily "free." It takes | | | | A strong relationship with the media, whether it's |
| time to build personal, ongoing relationships with | | | | through in-house efforts or through a marketing |
| people in the media, and many small businesses don't | | | | company, is a great marketing tool. It requires a |
| have the time or resources to devote to such | | | | significant commitment, but it also differentiates you |
| activities. That's where marketing firms and public | | | | from the competition and can boost your company's |
| relations professionals often fill the gap for small | | | | image to the rest of the world. Remember, |
| businesses. | | | | everytime your business is in the news, you've |
| In the long run, however, it is always worth it to be | | | | created a seven-fold "bang for your buck" in your |
| considered an expert in your industry, and be | | | | advertising efforts. |