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I am often asked by clients to focus on USA Today for media coverage, and with good reason: USA Today coverage might have a significant impact on businesses and organizations. Here's why:
1. Circulation of USA Today: USA Today may be the largest U.S. daily newspaper, with a Monday through Thursday circulation of over two million, and a Friday circulation of 2.7 million.
2. Additional Media Coverage Resulting from a Story in USA Today: Many media outlets -- TV in particular -- follow USA Today stories closely and do TV segments predicated on USA Today articles. So, if you are featured in USA Today, t here is a good chance you'll receive coverage in other media outlets.
What are USA Today journalists looking for?
Here are some tips:
1. Visit the hot news story. Sometimes, there's one story that the news is concentrating on heavily (Hurricane Katrina, the Runaway Bride, etc.). Many times there are ways for your business to tie in to the news of the day, which is just about all the media really wants to cover. For instance, Hurricane Katrina is a hot news story during this writing. In a USA Today story on gas prices related to Hurricane Katrina, a small business, gasbuddy.com, was quoted. In a story related to the financial impact of Katrina, a small business, Stone & Youngberg, a firm that deals in municipal securities, was included as a source.
2. Tie your organization or organization right into a current trend. USA Today rarely profiles individual businesses or organizations. However they will often include you in a larger trend story. For example, if you make diamonds for babies, you may not get your personal business profile, but you may be contained in a larger trend story about companies offering "Baby Bling," according to Lifestyle Editor Kim Willis.
3. Offer several sources, notes Small Business Reporter Jim Hopkins. You could have an excellent trend idea, but if it's hard for the reporters to get sources, the story idea may die. Offering sources is one method to make the story happen -- and you will control the names you give.
So if you are trying to find great media coverage, consider concentrating on USA Today.
Copyright 2008 - Margie Fisher
Margie Fisher, President of Zable Fisher Public Relations, is the author of the Do-It-Yourself PR Kit. For more information on the Kit, the Pay for Results Publicity Program, also to join the complimentary PRactical P.R. newsletter, visit
Homepage: https://www.mimimika.com/
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