Attention! This Book Will Make You Money: How to Use Attention-Getting Online Marketing to Increase Your Revenue

Chapter 7. Press Releases Don't Get Press Anymore

In the days before the Internet and social media, press releases did get press, but times have changed. We used to be able to generate a press release about our "ground-breaking" product or service and send it out over the news wire and get it in front of media gatekeepers, who would then decide if it was newsworthy or not. This outdated system became obsolete quickly in the first part of the twenty-first century.

To get the media to pay attention to you now, you have to step up your game and get them to look your way using strategies bigger than a simple press release. That's good news for you and me, as it opens up the door for us to more easily reach these influencers and get our message out. However, the problem is that journalists, television and radio producers, and editors are also now bombarded with more messages than ever and they now have the ability to use Internet search engines and social media to more easily do their research.

The following are a few ways you can get the attention of the media to achieve fantastic results for you and your business.

Use a Rifle, Not a Shotgun

I really dislike the word blast. In the Internet world, the word blast has been used for years to describe things like mass e-mails of press releases sent to distribution lists. We were told to "blast out an update to our subscribers," or "blast out a news release." Ugh. Who wants to be blasted to or at? Nobody. Who are we? Dick Cheney? Besides, the ...