Article by Ken Lizotte CMC
Many firms employ public relations firms to help them access media (business newspapers and magazines, business radio, press release) and thus spread the word about their products and services. Yet using the media effectively requires upending its conventional emphasis. Sending out press releases about mundane news and personnel changes typically yields few concrete results. And trying to get reporters to interview you or someone in your firm can be fraught with dangers.
Publicity in the form of being briefly quoted, for example, or being mentioned inside a larger article or by a featured columnist, or even having an article devoted entirely to a profile of your firm and its services, often produces
