When you contact the editor, beyond just having Bruce's "elevator pitch," make sure your idea is unique, even if it's just a different angle on a similar story. There have been hundreds of stories about home theater systems, so what makes your project distinctive?

If possible, have a backup idea as well. Chris explained that the initial project he pitched to S&V "turned out not to be different enough. But they liked the idea of another job we were doing, and that was the one that was ultimately featured."

Paul, who's no stranger to working with the press, suggested putting together a media kit. "Include photos of jobs you've done, a list of people you've worked with (such as architects and builders), and your industry affiliations. Have a concise mission statement that sums up who your company is and what you do. Put the kit on a CD-ROM and give it to people."

Patience and persistence pay off, too. Bruce claimed that he "pitched ideas to S&V's features editor Michael Gaughn at CEDIA last year. From that initial contact until we were featured took about 10 months."

Capitalizing on the Exposure How can you translate media coverage into more business? Paul suggested ordering reprints of your article. "Insert the reprints in all of your proposals. You can also get the rights to print or publish the PDF on your Web site."

Bruce agreed. "The reprint is a third-party testimonial you just can't buy. With me being from the U.S. and living in Mexico, sometimes I'll have problems with the owners of these Mexican building companies. This testimonial opens the doors wide."

I've experienced the impact of this kind of exposure firsthand at our store, where people regularly stop in to say they've read about us in Sound & Vision. Even though such visits don't always translate into sales, they definitely help with your firm's brand impression and also help validate you as a company.

As the panel closed, Paul reminded everyone, "All ink is good ink. When you can get publicity, get it. There's no downside. If nothing else, you have something to feature in your presentations that increases your credibility."

Of course, we'd like everyone to come to Sound & Vision first with great feature ideas and installation stories. If you have a unique story you think should be told, contact Michael Gaughn at mgaughn@hfmus.com.

Back to Custom Installer Main Back to Homepage What's New on S&V