Sending personalized e-mails to reporters explaining why your product would make for a good article is more likely to get good media coverage than using a traditional news release, writes Geoffrey James. Just like with sales to customers, these messages should focus on why your company would be of interest to the reporter and to the publication's audience, he writes. Messages that have a formal greeting, show that you know something about the reporter's expertise and that cite sources are more likely to be well-received.

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