John, from Duct Tape Marketing gives some great advice on his blog on how to get in front of that journalist you are dying to have write a story on your company.
It’s very practical advice, and fairly easy to follow. Stop sending endless press releases and pitching story ideas… and instead follow John’s advice:
- Build a list of journalists that you think might care about your story.
- Read everything they write (use a Google News search by their name and subscribe to the email alert or RSS feed – you can follow a lot of journalists this way.)
- Find their blog and subscribe to, comment on and write relevant trackbacks to it. (Most journalists have one now.)
- Set up a routine of sending relevant content to them that is related to articles they write.
- Don’t push for any stories (unless they are truly news) until you’ve done this for weeks
-Sabrina Parsons
Mommy CEO
About the author: Sabrina has served as CEO of Palo Alto Software since 2007. She and her husband, Noah, founded a UK software distribution company in 2001 that later was purchased by and became a wholly owned subsidiary of Palo Alto Software. Sabrina is a successful Internet expert, having served as Director of Online Marketing at Commtouch, Senior Producer at Epinions.com, and founder of her own Web consulting company, Lighting Out. She is a graduate of Princeton University.
Sabrina masquerades as MommyCEO (www.mommyceo.org), where she writes a blog about running a business and balancing that with life with her husband and three young sons. When Sabrina is not at work she can be found chasing her kids all over Oregon: biking, hiking, swimming, skiing, and anything outdoors that uses up a lot of little boys' energy. More »
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