Date: 12/3/2006

Tonic Tip: Welcome to Media Tonic’s first issue of “Tonic Tips.”

Do you flip through the pages of InStyle and Newsweek, or turn on your local news and wish that your company or products were included in the stories? Do you wonder how some companies can break through the clutter and yours goes unnoticed? In the upcoming months, we’ll be delving into PR techniques ranging from celebrity seeding and events, to targeted media pitching and relationship-building, that can help generate the coverage you deserve. But it’s always good to start at the beginning, which leads us to our first PR elixir… Is it news? Editorial space cannot be bought. News for your company may or may not be of interest to the media. Before you pick up the phone to call a journalist or sit down to write a press release or pitch letter, think: Why would the media want to cover this? Is it really of interest to their audience? Would I be interested in seeing this as part of the outlet’s news coverage? If yes, then you may, in fact, have a newsworthy story. Here’s a checklist to help you evaluate further: Why is my story important? Is there anything new? Are we starting a trend? Is there any holiday or timely event to which you can tie your announcement? Are any big names involved (brands or people)? Who’s my target audience? What type of media would be interested: trade, consumer, or both? Do you have good visuals to help illustrate the story? Review this checklist with a critical eye and be realistic - the media will be.

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