Boardroom Reports (Miller)
In this case, again for The Miller Organization, the tip involved a little advice on how to make your business more efficient when your company has to move. It was a nice little write-up in a magazine with circulation in six figures.
Now I'm not saying that getting your company into the Wall Street Journal or Forbes is a snap -- far from it. But, with some forethought and hard work, it can be done.
Closely related to the business press are:
General news media
-- i.e., important general publications read by business people and other audiences important to you.
This leads to me to Point #5: be courteously persistent. This advice helped us get an architectural client, Beyer Blinder Belle, written up in Time Magazine.
Time (BBB)
Actually, this episode began badly. Time Magazine had overlooked our client's contributions to New York's South Street Seaport in an earlier story. We brought it to their attention -- persistently, though courteously. Thus when Time was doing a year-end round-up this past January on unusual design, they called us to insure that our client was properly represented.
Persistence paid off for another client, the George A. Fuller Company, a contractor.
USN&WR (Fuller)
I can't tell you how many calls it took by us to US News to make sure the Fuller Company was quoted in this piece on construction, which ran in June. But persistence did pay off, as you can see.
I often denigrate press releases. Too many p.r. people think sending out a release is enough, when they should instead be writing selective letters or making intelligent phone calls. But -- Point #6: sometimes a mere press release can pay off, if it is well?written and has something to say.
NYT (WB, Fuller, BBB)
This case, we sent a release to The New York Times on behalf of the Fuller Company, concerning completion of a building in Manhattan. As it happened, one of the editors at The Times was doing a piece on construction, and he called us. Not only did Fuller get quoted, but so did two other clients of ours, both architects.
Now we've spoken about more general heavyweight audiences. But there are others whom you want to reach who read not only the business and general press, but their own trade media. That is, you will want to approach
Specific kinds of industries
-- whether in manufacturing, development, advertising, computers, or whatever. For example, many of you want to reach real estate developers. What do developers read? Here are two examples:
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