Attracting Media Attention

Thrust your company's name and message into the public eye by developing relationships with local and national media.

Ed Rigsbee

Published February 23, 2004

Partnering with the media can be your secret weapon, if used well. Develop relationships with as many local and national reporters and editors as possible. The more you can do to make their lives easier, the better the chances you’ll get coverage.

To better connect with the media, make a favorable impression. When speaking with the media, consider the following:

  • Take the Eight “C’s” approach: be concise, candid, correct, conversational, clear, compassionate, controversial and calm.
  • Use the name of your company or product rather than saying “the widget” or “the company.”
  • Give your main point first – in a concise, positive, complete sentence. 
  • Remember that the best defense is a good offense.
  • Be honest.
  • Relax and smile.
  • Take a public interest viewpoint.
  • Become an “industry expert.”
  • Be as prepared and knowledgeable as possible.
  • Watch or listen to the show or read the publication beforehand.
  • Radiate confidence and energy. Energy plus enthusiasm equals excitement.
  • If you really do not know, say, “I don’t have the answer now.” Explain rather than say, “I don’t know,” or “No comment.”
  • Keep your cool.
  • Believe to the core of your being that you have something of value to offer their audience.

    • Ed Rigsbee, is the author of PartnerShift, Developing Strategic Alliances and The Art of Partnering. Rigsbee more than 1,000 published articles to his credit and is a regular keynote presenter at corporate and trade association conferences across North America. He can be reached at 800/839-1520 or EdRigsbee@aol.com. Visit his Partnering University Web Site at www.rigsbee.com.

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