Does this sound like you?
You can't understand why the business reporter at your local newspaper has quoted your competitor in five separate stories but hasn't called you once.

Your company sends out more than two dozen news releases every year about new employees and promotions, but they result in little more than a few lines of type.

The 12-page speech your boss wrote when he spoke at the local Rotary Club luncheon would have made an excellent column for the local business magazine. But after you mailed it to the editor, you never heard a word.

If your attempts at media coverage have fallen flat, quit grumbling and start taking a proactive approach to free publicity by identifying interesting, compelling story ideas the media need. Yes, NEED. Newspapers, magazines and trade publications have hundreds of thousands of column inches to fill. TV and radio stations have hundreds of hours of news and community interest programs they must broadcast. The number of media outlets is greater than ever, and competition is fierce for advertising dollars, viewers and subscribers. The secret to savvy media relations is knowing exactly what they want, then giving it to them.
To figure out what the media wants, and what you can give them, see Special Report 5 "How to Identify Story Ideas Within Your Company or Organization"