NEW YORK, Aug. 20, 2014 /PRNewswire/ -- As social engagement becomes a key priority for all content creators including journalists, generating earned media is even more of a challenge. Often times the potential popularity of a story can trump news value, so if a journalist shows interest in your story, you must be prepared to make the most of that opportunity. Ensure your coverage is high-quality and portrays your brand in the most positive light by following these do's and don'ts of media relations:
1. Don't be generic by offering stories or advice that is widely available or common
Do tell a unique story that is memorable and difficult for competing brands to duplicate
2. Don't ramble on and risk losing the journalist's interest in what you are saying
Do offer short sound bites that tell your story or helpful tips in easily digestible pieces
3. Don't waste time by neglecting to prepare a press kit
Do provide everything the journalist needs to cover your story including headshots, photos, and video clips of other interviews or speaking engagements that prove your credibility
4. Don't be too self-serving by blatantly pitching your products
Do be a thought-leader and incorporate your offerings into a story or lesson that the audience will gain value from
5. Don't provide expertise outside of your professional interests that doesn't make sense for your brand
Do be genuine to who you are and your beliefs
For additional advice and discussion on how to avoid the most common media relations pitfalls, read the latest article by best-selling author and media training expert, Susan Harrow, on PR Newswire's Small Business Toolkit: http://bit.ly/1thxwkj
PR Newswire's Small Business PR Toolkit is a comprehensive resource that provides small businesses and entrepreneurs the tools to develop an affordable public relations and marketing plan that helps generate interest from potential customers, engage with key audiences and grow their businesses. The toolkit features relevant content such as informative white papers, interactive webinars and how-to articles and premium access to educational resources, as well as the opportunity to take advantage of special offers designed specifically for small businesses. To request information on how PR Newswire can help your small business, click here. You can receive updates on new Small Business PR Toolkit content by following @prnsmallbiz on Twitter.
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