The Big Story Comes Through. The Big Story Comes Through. Archives Getting press is treacherous business.
Any company needs exposure to build credibility and attract business.
But once a story gets rolling, you have no control over what the reporter might say or when it will run. The coverage you so desperately wanted may be a PR bonanza or wipe your company out. All you can do is wait for the papers to hit the newsstands and pray. Here's how our recent dance with the San Francisco press panned out. In late December, a freelance writer called me up and asked if he could interview me for a story about our online real estate brokerage, zipRealty.