have to tell you how grateful I am that you send these articles! I am
down from a three-person office to just me!!! These articles help me keep the
magazine looking good!"
been getting more and more notes like that in recent years as editorial staffs
at print publications have undergone drastic cuts. It's a sad situation, one
I'd rather not see, but it opens up new opportunities for any association or
organization seeking publicity. If you can help a reporter or editor by
providing quality content, whether it's making yourself or a colleague available
as a source of information or actually writing articles, you'll find it easier
today to get coverage than it was 10 years ago.
Newspapers alone have cut nearly 20,000 full-time editorial employees in recent
years, according to a survey conducted by the American Society of News Editors.
The true number is actually much higher because not all newspapers responded to
are several ways you can contribute to news coverage and get valuable media
exposure.Here are a few:
up for alerts from Help a Reporter Out (HARO): HARO is a website that has been connecting journalists
from all media with information sources since 2008.How it works:
Journalists in need of someone to interview, whether it's a person who has a
particular expertise or someone who has experienced a particular situation,
post their requests on HARO. Three times a day, those queries are sent by email
to the people who've signed up as potential sources. It's free for both
parties.When you respond to a query, be sure you can provide the
information the reporter is looking for. If you can't, don't try to pitch
yourself on a different, even similar, topic because that can result in the
reporter ignoring your future responses and can even get you kicked off the
network. Keep your answers short, sweet, and to the point. Remember, this
service has grown in popularity because the journalists who use it are pressed
to write free how-to articles for other publications that serve your industry. Trade
publications often have even tighter budgets than general consumer-interest
newspapers and magazines because they serve a niche audience. Some of them
welcome helpful articles provided at no cost by industry insiders ó which could
be your associationís own experts.To get started, do a Google search for
"publications for restaurateurs" (or whatever industry you serve), or
visit a website like Free Trade Magazines.
Check out the online version of the magazine, if available, and see whether it
includes articles written by non-staff members.What's the value to you of
publishing for an audience through a competitorís magazine? Super credibility!
If others in your industry are looking to you for information and
enlightenment, you've got to be good. Share copies of your associationís published
articles on your website and in your marketing materials.
Set up a Google Alert for
breaking news relevant to your area of expertise. A great way to get coverage
in traditional publications is by monitoring the news and quickly offering
yourself up as a source of information when something happens that you can
address.If your association services the construction industry, for
instance, you might set up a Google Alert to be notified of news stories about
construction industry accidents, shoddy construction, and storm damage. When
news on those topics breaks, Google will send you an email with links to the coverage.
Email the newspapers and radio and TV stations in that community immediately,
and let them know you're available to comment.
It's a difficult time for
all of the legacy media, but they're still generating the bulk of information
consumed by the public. Think about how you can contribute to the news report ó
and get some great exposure for your association and your in-house experts at
the same time.