How does publicity or a media relations effort work?

This is an age-old question among clients and consumers alike. How do you attract media attention and now in the era of social media, is there a right and wrong way to generate exposure for your service or product? PUBLISIDE will work to answer those questions, and more, in the coming months. For now, we'll start at the beginning...

The Ground Floor
Produce an informative online press room. Reporters and editors want to be able to access information for stories at times when they're prepared to research or write. It might be 2 p.m. or 2 a.m., and you want the most comprehensive information about your business available to them at any time.

On that site, include the following:

1. a concise, factual description of your product or service;
2. biography of the business owner, and/or product developer;
3. list of story ideas that may attract media to report about your business;
4. one page of questions and answers that may help guide a reporter through an interview about your business;
5. high-resolution photographs (min. 300 dpi) of the business owner and “working” feature photos that may be reproduced in print, for broadcast and online;
6. list of media impressions already generated;
7. industry trends and how your product or service helped establish or build upon it;
8. contact information (should be seen on each page of the press site).