How to Form a Relationship with a Newspaper
How do you make a good relationship with a newspaper so that you can get new contacts?
Newspaper relationships are probably the most difficult relationships to form. Often a newspaper will have different departments that look after advertising, human interest stories, editorials and daily news. If you know one person in a department, it does not necessarily get you credibility into another department. A client I had in the past needed to have a good relationship with the newspaper because they wanted to launch a new product that would impact the labor force. The client had been an advertiser in the paper for years but was finding that he was having difficulty gaining entry into the other parts of the newspaper. As it turned out, he was not really involved in the community and the paper was only interested in stories where company's had community involvement.
My client joined two organizations that were held in regard as far as community was concerned. He joined the groups that he knew reporters or paper representatives also belonged. Once he became involved, he got to know the other people from the newspaper and soon had no problem getting press releases read. Without the personal contact ......
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