One way to up the odds of securing exposure in a specific media outlet is to offer that outlet an exclusive story agreement. What this means is that if they agree to run your story, interview you, or whatever the publicity vehicle might be, you in exchange offer the media outlet exclusive rights to your story, and to no other media company. This may seem like a complicated undertaking, but it is not. For instance, if you want to have your story, news, or photo opportunity featured in print then get started by making a list of the five most important publications that you would like the story to be featured in, in order of importance. Starting at number one, your first choice, contact each publication and pitch your story and offer them an exclusive to the story if they feature it in their publication. Alternately, send out a formal press release or pitch letter to your top five choices first. And, then follow up with telephone calls contacting each starting once again with your first choice. Ask if they received your proposal for an exclusive story and if they are prepared to act on the proposal. Exclusives work, especially after you secure a few good media personnel contacts who like to have exclusive access to your news because you have built a reputation for supplying great stories and news that talks directly to their target audience.
Excerpted from 'The Ultimate Small Business Marketing Guide'
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