Continued from page 1
2. Don't ever suggest to a media person that they should use your story because you are an advertiser. This will irreparably damage your reputation with media. There is a small minority of publications that do give advertisers favorable editorial coverage. I argue that these are publications to stay away from.
Remember, point of media coverage isn't to get your name in print, but to influence potential customers. If you saw a favorable article about a vendor next to a full-page ad for same vendor, how likely would you be to trust article?
The wall between advertising and editorial is a time-honored journalism tradition. Crashing into a wall usually hurts, so don’t try it!
Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.