Increasing your organization\u27s visibility: a study of business and financial print media

This study provides advice to investor or public relations professionals seeking increased national print media exposure for their organizations. The author contacted 112 writers, editors and reporters from 16 business publications using postcards or e-mail. Twelve respondents participated in telephone or e-mail interviews. The author found that reporters prefer to interview a chief executive officer for their stories. Participants also indicated they use outside sources, such as ex-employees, competitors and on-line databases, to learn more about an organization. Participants were most interested in covering unexpected news, such as a fundamental change in the business, for hard news stories. The journalists indicated feature stories typically involve an overriding theme, a new product, or a new twist on an old strategy. The participants\u27 advice was the basis for the concluding 10 tips for public relations professionals. The journalists recommended that public relations professionals know the publications they are pitching their stories to, and to deal with the media honestly. Public relations professionals who know their companies, industries and competitors add value as a source for the media