We all know. Press coverage generates visibility, credibility, authority, thought leadership positioning and, most importantly, new opportunity.

So, how do you give the press what they want? Read on.


As my friend and colleague Ed Perry, Ringmaster of WATD-FM and member of the Radio Hall of Fame, says, “We take the DAGUS approach.  Does Anyone Give A S_ _ _ ?” 

Does your news include “news” that of interest to that media outlet’s audience? It is useful, interesting, timely, regional?  Make sure you provide get a YES to the DAGUS test.


Topics that draw immediate attention?  Sex, money and health.  Beyond those obvious draws you might try news about a round number anniversary (10, 25, 50), new service or product, key employee news (hired, trained, promoted), community involvement, awards or recognition, new location, strategic partnership, trends, new research, new innovations and human-interest phenomenon.

5 W’s

Answer all the questions the audience might have. That is usually well covered with the 5 Ws – Who, What, Why, When and Where.


It doesn’t matter whether you play squash with the News Director of the NBC outlet.  Reach out to your media friend with REAL news.  Yes, you have easier access to a friend, but you don’t want to compromise the friendship or business relationship by pitching a non-story.


The press is overwhelmed and understaffed. Make it oh, so easy for them. Provide a great story angle, background information to borrow from and a variety of industry sources to interview and add flesh to your story.


Often times the picture or video can SELL the story. Provide great visuals and you are helping illustrate the story. High res photos are best for the print media. The best possible production values are helpful for video.


Deadline, deadline. The press lives and dies by them. So, when an editor is enticed you need to respond IMMEDIATELY or in the same day part.  Otherwise, they move on to the next source.


According to Wikipedia, the results showed the average human attention span has fallen from 12 seconds in 2000, or around the time the mobile revolution began, to eight seconds. Goldfish, meanwhile, are believed to have an attention span of nine seconds.  Hint – keep it short and pithy.

Steve Dubin is the president/founder of PR Works, a full service PR/Marketing firm based in America’s hometown Plymouth, MA.  The company serves as an  outsourced PR/Marketing department for many small and mid-sized business and helps navigate the overwhelming number of advertising options.  He can be reached at www.PRWorkZone.com

STEVEN V. DUBIN, president of PR WORKS, knows the "marketing" business. His newspaper career started by covering the Boston Celtics for the New Bedford Standard Times, Steve and Larry Bird shared rookie years. From there Steve progressed to editing and marketing positions in several publishing companies, including Mariner Newspapers. He is the author of the E-Book “PR 101” – download for free at www.PRWorkZone.com. Steve has is a contributing author to "Get Slightly Famous", a book about becoming a celebrity in your field and attracting more business with less effort and "Tricks of the Trade", the complete guide to succeeding in the advice business. He understands that good marketing has to be a win-win. Content must be useful and interesting to an editor's primary audience. Free exposure is only available to those who recognize news angles, package news in a digestible form, and take care of all the details of story placement - from arranging interviews to providing appropriate visuals. Steve is the past president of the New England Franchise Association, founding president of the South Shore Ad Club and founder member of My Pinnacle Network, a business-to-business lead generation group with eight groups throughout Massachusetts. He has presented seminars on various marketing topics for the Association of Franchisees and Dealers; Small Business Development Center, University of Massachusetts/Dartmouth; Metro South Chamber of Commerce; New England Healthcare Assembly; and South Shore Women's Business Network. He resides in America’s hometown Plymouth, MA with his wife Wendy.