4 tips for evaluating media opportunities—before you get burned

Sure, you want to win coverage for your client, just be sure it’s the kind of coverage that won’t make you lose that account. Here’s some advice.

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Sometimes, an interview might unexpectedly go south or an article might turn out to portray your company in a negative light.

What can you do to limit the chances of this happening to you?

It all comes down to screening your media opportunities carefully beforehand. In a sense, it’s about measuring the risk versus the reward. Is the coverage you might get good enough to overcome the risk of things potentially turning negative?

Though there’s no surefire way of avoiding a nasty situation, following these simple tips will help you better evaluate your media opportunities.

Learn about the audience. Not all media coverage is created equal. For example, getting a story in a magazine that almost no one reads, especially no one from your target audience, is pretty much pointless. On the other hand, there may be instances in which it’s better to get covered in a niche publication that does a good job of reaching your target audience instead of a huge publication that doesn’t reach your audience. Quality over quantity.

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