Later he catches a feature piece on CNN about a guy who sells funny handmade shoes and learns accounting secrets from a CPA in Ohio. Media hands out millions of dollars in free publicity every day. As well as advertising works, a media story about you almost always pulls better. The familiar and respected voice of a newspaper editor, magazine writer, TV reporter, or radio personality talking about you holds lots of weight with the audience. The secret varies depending on what your business does and HOW BIG it is.
Political figures find their words in the media for almost any pronouncement.
The local college football team gets press even if there is nothing much to cover. Your small business can have a much tougher time if you try to approach media the same way big organizations do. Media is almost entirely owned by large conglomerates and staffed by media pros who have never worked in a small business. This all changes, though, if you offer good information or advice that will be helpful to the media outlet's audience. Newspapers love it when a tax expert offers tips around tax return time.