and Online Publicity – getting the most out of press and
Offline press media (newspapers, magazines and trade publications)
and online press media (news and magazine style websites) are
great publicity advocates. They exist to put, what they decide
is, relevant news into public domain. Their raison d’être
is to service news they think is of interest and relevance to
their audience. The more successfully they do this the more their
audience numbers will grow. They achieve this in part by relying
on third party sources such as pr companies, corporate press departments,
press agencies and the public to provide them with credible news.
They decipher what news is credible, of interest and relevant
to their audience and then serve it up on a plate to them in a
style (editorially) and manner (viewpoint) that is unique to the
news provider’s identity.
As most press and online media do not go arduously looking
for their news content you can decide to service them with your
own news. To do this you must ensure what news you have to service
is credible, relevant and of interest to the respective media
outlet for onward transfer of your news onto their audience
thus creating the publicity.