Usually when people think of getting media coverage they think of targeting the big traditional media networks as the thought of being broadcasted on TV or published in a newsprint sounds like a marketing dream for many. While that can true and most people should embrace it, what I found funny was an example on how one company focused on it so much that they actually neglected to cater to all the new age media sources such as independent online media and even content creators.
By doing so, he allowed his competitors to essentially show up everywhere online. By neglecting what I mean is it seemed like whenever someone that wasn’t a big news outlets asked him for say an interview he would reject them on the basis that they were the “news station” and simply some regular Joe that will waste his time. That is further from the truth of course as nowadays media attention can even be getting regular people to post pictures and videos of your business.
When you are starting out too you can’t be that picky where you should embrace those who are passionate in learning more about your business to share to the world. Let alone like in this example you need to embrace new forms of communication and media. Plus it’s free marketing which every business should love.