Before any media is contacted you need to develop the really important key points, known as key messages, of your product/service.
What do you want/need your target audiences to know about your company?
What will make them look up your company, after reading an article, and importantly buy?
These key messages will be strongly based on your business objectives. So if, for example, a business objective is to attract new staff then one of your key messages will be "We're an expanding company and are looking for new team members".
Don't just use cliches or standard descriptions such as "it's a great product" or "it's quality" that is not sufficient and will not make an impact.
Work out what will really make your product/service stand out and make people want it.
Limit your key messages to around five, maximum six.
So back to our Pet food online company - it could be that you deliver all around Australia including regional areas within 24 hours.
Even better could be (if it's true) is that you are the only company in Australia that does this. Or that for every ten bags of food that is sold you donate one bag to the local pet shelter because you are committed to giving back to the pet welfare industry.
Your key messages are very important so take the time to develop them properly.
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