Originally Published January/February 2001

Nancy Coffey

Every executive wants to see his or her company's products and organization portrayed positively in the press. It's good for business and for the soul.

But great media coverage doesn't happen by accident. Not only must a company have a great product, it also must cultivate good relationships with reporters. "Good relationships with reporters" doesn't mean that every time a reporter calls, company executives must drop everything and provide every piece of information sought. Instead, it means that when a reporter contacts a company, someone on staff immediately returns the call, is cordial, and respects the reporter's deadline. Companies that help reporters and are available to them help themselves as well.

The Payoff