Become a spokes-company or spokesperson by commenting on key issues that drive your business. Develop an issues menu and prepare thumbnail sketches of each issue for release to appropriate editors. But you probably enjoy a pretty good view of the game. If you perceive some major changes occuring in the industry, whether in tech, measurement, marketing or creative driven, offer some commentary, begin to establish an editorial voice, even if your company does not at present play a central role. You're an industry insider and you hear a lot of stuff.
Reporters are always on the prowl for hot tips so become a background source.
But the next time you have something to say, your media friends will certainly give you a fair hearing. See you next inning. Leonard Stein is Ch7's Internet PR columnist. Each week Len's columns will bring a wealth of information regarding best practices in Internet Public Relations. Len has more than 20 years experience in marketing public relations with both leading agencies and major corporations.