How to Ride Your Way to Media Limelight
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Article by Michael Low
A press release is an effective way to get your story into thehands of journalists and editors. Through the media, manystartups and small businesses are often transformed from littleunknown companies to famous brands.How can you multiply your chances of getting media coverageamidst fierce PR competition? There is a common sense PRtechnique you can use to ride your way to media limelight.Here is a recent case study of how an unknown startup companycatapulted into media limelight using this proven PR technique.After September 11, security and safety were the buzz. The mediawere concerned with national, local and home security. With theanthrax scares, opening of snail mails became dreaded by many.On October 31, a San Francisco startup called Paperless POBoxsent out a press release titled "System That Delivers Postal MailVia Email is Available to Combat Mail Bioterrorism."Paperless POBox provides a service which integrates snail mailwith modern email. People sign up for a box address and snailmail addressed to them are scanned into image files automaticallyrouted to their email inboxes.They were soon featured on prominent media like CNN Moneyline,CNNfn, TechTV, CBS-KLAS and CNet Radio. From an unknown upstartwith no track record, they were soon gaining popularity andcredibility.Traffic and business poured in. I wouldn't be surprised ifinvestors started knocking on their doors - wanting to own apiece of this innovative company.What can we learn here?Paperless POBox was able to ride on the bio-terrorism andsecurity buzz that catapulted their company into media limelight.Quoting their original press release, founder David Nale "createdthe service for frequent fliers to receive their mail anytime,anywhere and eliminate paper clutter."By riding on the media buzz, they captured huge media attentionand gained an additional market for their service - people whowere concerned about snail mail safety.Most of us follow the news regularly to keep ourselves updated.Why not go an extra step and ask yourself: "What does that meanfor my business?"You can apply this technique to industry buzz as well. As youupdate yourself with industry-specific news, keep an eye out forbuzz that your business can ride on.
About the Author
Michael Low is a professional PR Strategist. He provides top-notch PR services at highly affordable rates. Check out his fullrange of PR packages at http://www.prbuilder.com/pr.cgi?a012
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