Don't forget your Web site. Your Web site can be a terrific way for reporters to research your company, and posting your media kit there can be a big money-saver compared with traditional mailings. Also, don't wait for the media to find you. An e-mail newsletter to media representatives in your industry achieves even better results. Investment gurus stress the importance of compound interest in amassing more money.
Public relations works much the same way.
It takes time to develop the right contacts for your message. Each media contact, each local article or television news story adds to your company's news value, just as each interest payment adds to your financial investment's value. Financial portfolios that grow through time tend to pay bigger dividends versus attempts to make a big score off one fast-growing stock. Public relations campaigns that grow through time establish your company as a leader in the industry and you as a recognized expert in your field. Like a good investment portfolio, this investment in developing and maintaining your company's reputation with the media will pay dividends for years to come.