The war in Iraq and the SARS outbreak have dominated the headlines
for weeks, reminding us of how impacting news reporting is on our
daily lives. As news stories (and casual conversations) gradually
return to regular topics of discussion like politics and the weather,
the panic seems to be over - at least until the next time.
As you breathe a sigh of relief let me assure you that while crises
may come and go, the news is never slow. It just oscillates between
the everyday and the life threatening.
Regardless of their specialty, journalists are always on the frontlines
of communicating what's happening - 24/7. They can't always predict
where any story will take them or whom they'll need to talk to in
order to get the necessary facts and comments. One thing is for
certain; they will always need quick access to people in the know.
So you may be sitting there thinking "the media never calls
to speak with me". Or you have already made the assumption
that if they haven't called by now, they never will. Well, consider
this - is your expertise relevant to today's news story? Do you
have any way of knowing for sure when you will be of interest to
a roving reporter? Or better yet, have you done all you can do to
make yourself known as a contact/expert in your given field of endeavour?
Listing in Sources
is a major step in the right direction. Next to the telephone book,
the Sources directory is the most used resource a
Canadian journalist has for finding spokespeople relevant to any
particular story. The heart of your listing is the descriptive paragraph.
Some organizations print their mission statement while others address
journalists directly. Whatever format you choose, make sure you
provide a brief, compelling introduction to your organization so
Sources users clearly understand who you are and what
The next thing you can do is keep reading your HotLink newsletter
and visit our Web site
regularly. We've crafted HotLink to be your perpetual guide
to getting positive news coverage. With each new issue we offer
the best advice available from industry insiders. Like the media,
we appreciate your comments. If you're feeling "out of the
loop" let us know what we can do to help you improve your media
relations. After all, it's only a matter of time before a reporter
“putting your ideas in writing”
your relationships with reporters
Sources magnifies your Internet visibility