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You must plan ahead to "seize the headlines." Do not assume the news media will automatically respond to you. Media time is never free. To make an impact on the news media, you have to earn your coverage, and that requires time, talent and forethought.

You must know your media, plan your message, relate to your audience and set the agenda. Designing your public relations strategy with these four guidelines will ensure more success in "seizing headlines" about the positive effects of your business or organization on the community.

Here's how you can "earn" media coverage:

1. Gain access to the media. Building a rapport with your media representatives is vital. Get to know the key players, people who manage the news. Their judgment controls the headlines. If you present a positive image and build a consistent relationship with them, you will be in a better position to get the coverage you want.

Find out names of reporters, editors, editorial writers, columnists, commentators, publisher(s) and members of the board. Keep their phone numbers handy. Meet them and plan a media tour. Make appointments with key editors and leave them your "media kit," which will include a biography, corporate history, photo(s) and a current news release.

Be accessible to the media and let them count on you for a comment on public issues. Remember that reporters need information. Everyone has their pet projects, so do a reporter a favor and offer insight and expert comment/analysis on other newsworthy issues.

2. Make news the way you want to. How do you get the headlines you want? Plan your message to reflect the public's concerns. Plan each message with one central theme. Follow up on news releases, to see if they are getting through.

Know the reporters you can trust and beware of "off the record" conversations.

3. Relate to your audience. People like to read, see and hear about other people. Talk about things that concern people and relate these concerns to the local community.

Be consistent in your positive approach to the public, but use fresh approaches.

4. Be a newsmaker. Take the initiative and select the issues or information you want to communicate. Plan ahead. Have a comment ready when you know news is going to break. Be prepared for regular announcements of economic indicators.

How to get your Press Releases Published More Often :
1. Make it important to the readers of each publication.
2. Be sure it's really news and not just an advertisement in disguise.
3. Write it in a way that benefits the readers of each publication.
4. Make it short and to the point.
5. Include information the editor wants and needs (who, what, when, where, how, and why - and details).

Follow up your News Release:

Telephone the editor within a few days of sending the release.

Tell the editor you sent them a release concerning topic ABC. Ask if he/she received it. If the editor says no, or doesn't remember receiving it, explain what the release concerned and offer to fax or e-mail it immediately.

Follow up again in two to three days. Identify how the release is newsworthy and would be of interest or importance to their readers. If the editor agrees, ask him/her when the release might run and if they require additional information.

If the editor says the release is not newsworthy, find out why. It may need to be rewritten.

This information has been compiled of a selection of articles written by various marketing / communication professionals.