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As an editor and reporter, I’ve received many inquiries over the years from sources and companies about how to get into a publication or onto a website. Readers often scratch their heads as to why Company X as opposed to Company Y gets featured, or why Ms. Limo was quoted but not Mr. Fleet.
There really is no exact art or method to getting publicized. To borrow all the clichés, it’s often an inexact science, a moving target, nothing personal, luck of the draw, being at the right time in the right place.
But there are certain “checkered flags” that get our attention and increase the likelihood we’ll go for an article, topic and/or person of interest. So I’d like share with you some ideas and approaches for getting media coverage for you company:
- What is unique or newsworthy about your company? Are you trying a new fleet line-up or a successful customer service strategy?
- What chauffeured fleet vehicle(s) are you buying and why? (Online articles about operators buying vehicles generate some of the highest website traffic).
- What technology products have enhanced your bottom line or improved the efficiency of your operations?
- Is there a sales/marketing approach, including use of social media, that gets you more business?
- What are some of the challenges, obstacles or failures you have faced in building up a successful company?
- Have you created or developed a related product, service or revenue stream that complements your chauffeured transportation business?
- How do you save money and make more money at your business?
- Your story: How did you get into this business? What is special about your background and the way you went about starting or acquiring your limousine company? What makes you an innovative entrepreneur?
In all of these questions, one factor trumps all: The human element. Each business person has a one-of-a-kind story to tell. The more you present yourself and your business journey as realistic — blemishes, triumphs and all — the wider your appeal to a media audience.
At a time when spin doctors, public relations specialists, and clever marketers are promoting canned, stilted and glitzy images in a multi-media landscape, media consumers in all market segments are craving honesty and authenticity. America loves an engaging story from the heart instead of a twice-told tall tale. And everyone loves a humble comeback kid.
Finally, in an era of media overload, there’s one quality crucial to your pitch, your idea, or your message: Keep it simple.
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