When we started Creative Danes we were clueless about getting press coverage. Quickly we were swamped with offers from PR agents wanting huge retainers to pitch our products to the press. Luckily Menu won the "Best collection award" at our very first New York gift show, so we weren't tempted to hire outside help. From the press section on our website you can see that we are getting pretty good coverage.
http://www.creativedanes.com/press/?c=pubs
Like with everything else the key to working with the press is to
a) deliver the service they need
b) continue to maintain a relationship once a contact is established. Here are five easy steps to free coverage:
1) Identify the appropriate editors, bloggers and other press writers in you local area.
2) Make sure they are signed up for your mailing list, or if you haven't got one make sure that you have a distribution list so you can e-mail news to the entire group. If you already have an newsletter, add the editors to the list (they won't mind, they want your news)
3) Make sure to e-mail your press contacts once every 4-6 weeks.
4) Forward relevant info from your vendors to your press contacts, but be sure that your business is mentioned in the write-up.
5) When the editors ask you for samples, images or other information act like if this is your best customer ever - usually they are on a deadline and need you help - help them immediately.
With these easy steps you should be able to get free press for your business on a regular basis - good luck.
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