I usually cover topics geared toward consumers, but this month's column is really meant for my fellow installers. (Of course, non-installers are welcome to read what follows; you might gain insight into how we choose to feature certain installs.)

During CEDIA Expo 2007, Sound & Vision presented a discussion on the importance of becoming a media-savvy installer. Two installers previously featured in the magazine were on the panel: Bruce Garipay of Electronics Concierge in Puerto Vallarta, Mexico and Chris Wyllie of S.E.A.L. Solutions out of Long Island, New York. (Bruce's work was highlighted in "Double Feature," June 2007, and Chris's was shown in "S.E.A.L. of Approval," October.) For a different perspective, the panel also featured PR veteran Paul DiComo, vice president of marketing for Definitive Technology.

The discussion looked to address how custom installers can use the media to get exposure, how they can get their work featured, and how they can capitalize on that exposure. Here are some highlights.

Using the Media Media outlets are always looking for cool new stuff - and that's exactly what installers are all about! Many times, just taking the initiative to contact a newspaper, magazine, TV station, or Web site and pitch it something will open the door. Bruce suggested preparing "a 2-minute, quick, get-in and get-out 'elevator pitch' to tell them what you're doing. Don't ramble on or be unsure of what you're talking about."

Paul reminded the panel, "While national media exposure is great and certainly an ego boost, don't forget about the local media. That's where most of your customers are going to come from. Local and regional magazines are often very interested in lifestyles and homes in their immediate area. Newspapers always have a home section, and you're bringing them something really hot: technology combined with homes. That should be a magnet for any editor who's putting together a home section."

Schmoozing is also a good idea. "Our approach has always been that the media is our friend," Bruce said. "So I make it a point to meet editors and writers and attend their functions and come to events like Sound & Vision's CEDIA Tech Den. You can then let them know who you are, and they'll put a face with a name."

With publication deadlines often months away, keeping up the dialogue with the editors is essential. Chris suggested "contacting the editors as early as possible and letting them know the size and scope of your job. They'll help you 120% with what they need you to do. Then you just have to ensure that things are ready on your end by that date."

Getting Featured While there probably isn't an installer in the country who wouldn't love to be featured in print, many don't know how to go about making that happen.

For Chris, it was as simple as sending an e-mail. "I was going through an issue of S&V, looking at the jobs that were being shown, and I said to myself, 'Wow! We're doing things that are comparable to that.' So I looked in the front of the magazine, got the contact info, and shot off an e-mail about projects we were doing. I got a reply back in about 24 hours."

Paul recommends that installers "check the masthead, where it lists the publisher and editors, and then contact the editor-in-chief, the features editor, and the tech editor. Call up local TV stations and find out who covers the tech beat. Make sure that they know who you are, where you are, what you do, and how to get in touch with you. It's like any other selling: Sell yourself."