Companies are on an endless pursuit to drive traffic to their Web sites. This is done through marketing, advertising, public relations, etc. Unfortunately, most tactics cost money and then a return on investment becomes a factor.

What if you could attract customers to your site free of charge? Public relation services attempt to gain the attention of the media because it means great exposure at no cost. The media will become interested because your company is newsworthy, or someone from your company provides information that will interest readers, listeners, or viewers.

How can you gain the media’s attention when they are not specifically interested in your company? Read the following article for some ideas.

Be a newshound

Think like their audience. What information would be coveted by their fan base? Think of your own resources and find an angle of interest. Is there a trend growing in your industry? Is there a way buyers can save money? Can you put a new spin on an old story?

Know what you have at hand

You may not be an expert on a particular topic, but someone else in your company may be. Know what resources you have to work with. Can you possibly collaborate with a partner? Can your sales department bring their heads together to deliver a quality story? There are stories everywhere waiting to be told.

Tailor the pitch

You might pitch the same story in ten different ways to ten individual reporters. Remember to let them know you understand the story must be captivating to their audience. A press release is a general piece of information; it is sent to everyone and anyone that will read what you have to say. An individual pitch must be tailored to specific sources.

Maintain contact

Reporters are popular people. Therefore, do not get discouraged if you do not hear back from them right away, or not at all. Be confident and persistent without becoming a pest. When you do hear back from them, attempt to establish a relationship. Let them know you can supply them with valuable information now or later. They may not bite now, but they will keep you in mind.

Promote your expertise

Build your credibility through white papers, articles, blog posts, pod casts, etc. Establish your company as an expert in your field. This will help gain the interest of the media. They will be able to see you as a credible source.