You never know who is going to see or read a particular story, and if you don’t do the interviews and utilize your press, you never will.
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Press coverage, whether large or small, can all be used to help build a powerful and effective media campaign.
Whether a particular story elicits a negligible response or a huge response, you still need to work it.
If you’re creative, you can turn an initial media opportunity into ongoing press coverage.
You want the media to understand that you can help meet their needs by giving them interesting stories. You are not going to make your story more interesting to a newspaper editor or TV producer by threatening to take your story to his or her competitor.
Although you will usually have time to plan and arrange your schedule to do an interview, there are going to be times that the media wants to schedule it at a time that is inconvenient, or reschedules it at the last minute, forcing you to, once again, change your plans. My advice – do it!
Press kits can be effective, but only if they’re used sparingly and shrewdly. Don’t inundate the media with information, and if you’ve hired a firm, don’t give them carte blanche in the matter.