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An Idea A Day by David Thompson

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PUBLIC RELATIONS

THINK SMALL

Jim Blythe

MAJOR MEDIA SUCH as national newspapers and TV news are notoriously difficult to get into. Apart from anything else, they are often bombarded with press releases, most of which are of limited interest. Local media such as local radio news, local TV news, and local newspapers are much easier to approach.

In business-to-business markets the smaller trade journals are also easier to get into, since they are likely to be more specialized and have fewer news-gathering resources.

The idea

Jason Calacanis, founder of Silicon Alley Reporter (a small specialist magazine for internet enthusiasts), found that major ...

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