In the crush to get their name/their enterprise's name in the media, many folks focus too keenly on the single-source story: "Will you write an article about my business?"

The answer is often no.

If you do much reading of the media you're trying to get into, you'll notice there are precious few of these articles. The majority of coverage focuses on several sources commenting on or illustrating a trend or news event. Since there's more multi-source coverage, your odds of getting in are higher.

Be open to inclusion in multi-source stories featuring many voices. Reach out to reporters when you have a strong connection to--and something relevant to say about--something happening in your community or industry.

Bonus: Since reporters and bloggers live and die on the strength and diversity of their sources, this tactic is a great way to build good relationships with the media. Good sources get more calls and referrals.

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