Sunday, December 20, 2009


I had a conversation this week explaining the many great reasons to pursue major national coverage. First, getting coverage in a major national publication like USA Today, or a market specific trade journal like Private Label Magazine sets in motion a chain of events that will raise your company’s visibility dramatically. There’s the article itself, which you can get reprinted and include in sales and proposal packages for additional creditability. Then, you can issue a local release that says something like: Regional Firm’s Accomplishments Gets National Attention, that sort of thing. A single “hit” in a major publication can be leveraged in a multiple ways – over an extended period of time (long shelf-life). That enables your company to “amortize” the cost of getting the attention over multiple uses during an extended time frame. Priceless! Second: getting this kind of coverage catapults a company into an entirely new and more significant category of player. There’s something about the “gravitas” that comes with the attention from a major. That’s not to mention the points I have highlighted in the past about increasing perceived value of the company, better positioning it as a candidate for acquisition, all of those positives as well. No brainer. If it’s easy, and doesn’t cost a fortune, it’s worth a shot.

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