Q&A with Jeff Caponigro.

Author:Caponigro, Jeff
Position::Marketing - Interview

Q: How can a company without enough money to hire an outside PR firm get the media to cover a story?

A: There are several steps:

* Make sure you have a real story; never pitch a non-story.

* Do some research; find the right media outlet and the right reporter or editor.

* Draft a clear, concise, accurate and grammatically correct query letter or news release.

* Distribute the letter or news release by e-mail, fax or regular mail (or transmit the news release by PR Newswire or BusinessWire).

* Follow up with a call. Be clear, concise and brief in your pitch; avoid leaving lengthy voice-mail messages.

* Build relationships with the media over time, and work to...

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