Media coverage can be a powerful tool in marketing your company or organization. The proliferation of digital media news sites and the growth of social media have created more opportunities than ever for companies and organizations to get coverage. 

But some companies miss out because they don’t understand how the media works, let alone what makes a good story and how to sell it to reporters. I've known CEOs who are afraid to talk to reporters and have seen companies blow great media opportunities because they weren't prepared when a reporter called.

Successful companies have smart strategies to get the kind of positive coverage they want:

• They follow the news in their industry and know what kinds of stories get reporters' attention.
  
• They know what makes a good story and how to pitch it to journalists.
  
• They understand the growing role of social media in disseminating news, and they’re adept at using social media tools to contact journalists.
  
• They understand the value of a successful interview and train executives to perform effectively in front of a camera.
  
• They know how to effectively respond to bad news to minimize the damage.
  

The media landscape is changing fast. Companies that are prepared can seize the opportunities and raise their profiles with their investors, donors and customers.