The Secrets of Selling: How to win in any sales situation

Chapter 13. Getting the most from the media

• Getting articles into the press

• Finding journalists and publications that specialise in your area

• Press releases

• Other ways of contacting the press

• Doing media interviews

• Dealing with adverse publicity

• PR agencies

• Professional associations

	‘Newspapers are unable, seemingly, to discriminate between a bicycle accident and the collapse of civilisation.’
	--George Bernard Shaw (1856–1950), playwright

Imagine how a stream of positive comments from the media would benefit your company. It is fairly easy to achieve. The starting point when dealing with the media is to understand that people trust editorial content more than they trust adverts. And often you can get positive editorial content without paying for it. ...