This is the second in a series of two Comm-entary posts that deal with unpaid media. Part I provided background on the concept of Unpaid Media and Part II provides some practical tips for how you can begin to use unpaid media to your advantage.

The most important thing is whatever you do should be the means, not the end. Your goal is the end. Be sure that whatever media relations tactic(s) you employ drive towards that end. It takes a lot of planning and research to determine whether or not a media relations strategy is the right approach for your end goals. Once you’ve determined that an unpaid media strategy is right for you, you can try some tried-and-true methods of getting your company noticed.

Events. Hold a media-generating event. For example, you have a garden center and you’re holding an open house for customers and giving away free landscaping for a year. Invite the lawn and landscaping writer or the lifestyles editor from the local paper to cover your event. They may want to come early to interview you for an article they’re writing about summer plantings, but they plan to stay for the event, too. You’ve just made it 2-mentions-for-the-price-of-one.  If the media doesn’t show, have someone take a photo and write a news release. Remember to stay timely. Do this the same day – not a week later!