Forums: Discussions for entrepreneurs and small business.

I know we`ve talked about how important it is to try to fit as much into your day as possible reading on-line and print publications.

I believe there is a mountain of opportunity right in the newspaper of your choice. 

I scour publications for even the slightest hint of a pr or potential client connection. 

For example, in the style section of today`s "New York Times" there was an article about animals who are trained for movies.  I almost skipped right past the page, when I saw the name of a firm out in Hollywood that specifically acts as "agents" for dogs...So, I put the paper down, went to the computer, sent them a note and some samples by mail of our product.

(p.s. we create high end stationery for dogs and their humans).

My thinking was...perhaps the owner of this company has clients who would appreciate our products.

So keep your eyes peeled.

Great thinking Kim.

I would like to add more to that thought. When I mentally make
a connection like you have (news artical = potential contact) I
make an even greater effort to see who is doing similar tasks in
my area. Since it is likely the business and people involved in
the news article are swamped with attention now, I would look
to smaller businesses of the same type. Then make
connections with them too. Being smaller, and undiscovered
you may have a better chance making a connection.

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Vincent Wilcox (a.k.a. KRAKR)
Drummer
My band: Letters Make Words

That is so true Vincent...and the interesting part of your point is that it is the smaller companies are usually the ones who are contacting me.

...and "never say never".  I once saw the name of Sarah Jessica Parker`s manager in a "Times" piece....I googled him, found his e-mail, contacted him and aksed if it would be ok to send samples to Ms. Parker, through his office...and he said yes.

I sent the materials (still waiting for a response though)...lol

Hey Kim,

Just in case you haven`t already seen this, here`s an item off the wires today:

MSN AND PEDIGREE HAVE PARTNERED to produce an informational portal for dog owners, dubbed Dog Central, which will run for 12 months, with content including "Dog Talker," which provides advice on dog behavior, a series of veterinarian articles, and MSN Spaces for both the Talker and Vet series, polls, and a photo gallery where users can submit dog pictures.

 

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Michael Zucker - Strategic Planning, Marketing & Communications info@zuckerconsulting.com · www.zuckerconsulting.com “Helping You Over The Hurdles – Keeping You Focused On The Finish Line”

You certainly make a great point here. As a PR professional, one of the most important responsibilities you have is to monitor news relevant to your clients. 

In addition to that, I also think it's important to follow the social media accounts of journalists you want to get in front of. I was able to score a national piece from a major news station for one of my clients just because I saw the producer had said something related on Twitter. 

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