Who? Who are you?

Getting media coverage has been one of my biggest challenges since I've been working at the credit union. Twice I've been reasonably successful; the rest of the time, marginally so or really not at all. I've discovered there are three key elements, of which at least two have to be in place to get any press attention:

1. a compelling story: We got nice press coverage by The Seattle Times when we donated and planted five fruit trees at a neighborhood p-patch. Nice story, great picture. It was a good community event with lots of neighborhood people coming out to "help." (oy. a story for another time) Other events we've done just lacked the uniqueness of that one, and press attention has been non-existent for those.

2. good timing: We had the great good fortune to have my press release show up at the Times when they had a nice, fat gap on the front page of their Community section. Our free Shredathon was a complete circus, thanks to them printing our announcement, and we ended up having to call in a second truck. The next year, we didn't get the press attention, and the second truck drove away, 1/3 full and depressed, you could just tell.

3. good relationships with the media people. Absent the other two, you'd better have this. I find this the most challenging. Cold calling reporters and editors to say, "Hey, I have this modestly interesting event to tell you about; when's a good day for you to print my story?" is uncomfortable for me, at best, impossible at worst. And you can't take the Cowardly Lion way out and email them; a phone call and charmingly irresistible sales pitch are required if the story doesn't really have strong legs of its own. Or so I hear. *sigh*

What truly doesn't work is blasting out a bunch of emails with press releases attached. Media channels are inundated with articles from amateurs, they don't have time to wade through all of it; you greatly increase your chances of rising to the top if you have at the very least ONE of the above. If you have all three, your story is golden.