Businesses and brands want coverage for whatever they are doing or whatever services they offer. It’s a natural inclination. When watching or reading media, you might catch yourself saying “Man I wish my company could get featured or be called on as a source of information”.
Beyond breaking news and leading news stories, producers are often relying on user-generated content. Story submissions, informative and visual events (often “official”, meaning city or state sanctioned – but also community and lifestyle events, which are realized through press releases), and social media are the main sources of content for many outlets. Positioning yourself as an authority or valuable entity in whatever your field of expertise, and knowing how to make yourself marketable to media (the necessary tools) will all help you become the “go to” brand or person for those coveted time slots.