MAKE MOMENTUM HAPPEN

Part of the process of getting noticed is convincing a media outlet that a story or idea warrants attention. There are no tools more powerful or more readily available to help you make that case than those in the micromedia space. A blog on Forbes.com, a compelling clip on YouTube, a podcast on Blog-TalkRadio, or a review in the online edition of your local newspaper collectively prove your story has merit. And, for the record, almost no coverage is strictly local anymore. That interview you did on an AM talk radio show can likely be heard via online streaming, and the fabulous feature in your hometown newspaper is almost certainly carried in their digital edition. The top fifty newspapers in America all have an online edition that is accessible globally, meaning coverage no longer ends at a country’s borders. The impact of this global access to media coverage cannot be overstated.

Prior to the advent of hyperlinks, publicists dutifully collected, copied, and burned to disc the physical evidence of your coverage. These reviews, stories, and interviews were mailed to media that was, shall we politely say, reluctant to seize the importance of your story, preferring instead to wait for evidence that your idea was gathering steam. These packages of clips and coverage were followed by more publicist outreach, urging journalists not to miss the chance to write about you and your message which so many others have obviously found fascinating. Time-consuming? Horribly. Effective? Without question. That this process can now be duplicated via a quick email laden with hyperlinks showcasing your glowing reviews, your intriguing NPR interview, and your visage on Good Morning America makes the art of leverage a new, blindingly fast, and instantly effective method of turning some coverage into mass coverage. We seriously doubt that the word viral would have moved from the doctor’s office to the popular vernacular and become a verb (along with Google) had technology not made the art of spreading the word so seamless.