for Getting in Business Publications
Mensch" by Dina Beach Lynch
I've said that part of the trouble with growing the ADR profession is that we
have a very low media profile. It's almost non-existent beyond the traditional
vehicles of mediation and arbitration.
Here are some tips from Leigh Buchanon, Joshua Hyatt, and Karen Dillion, editors
of, respectively, Inc. magazine, Fortune Small Business, and Harvard Business
It's a Marathon not a Sprint
All the editors commented that one email, letter, or call is not likely to
result in coverage. Consistent interaction, in a respectful way, wins the
marathon. I say pick three publications that will really benefit your business
and focus exclusively on them.
Read the Publication
Really. Read many, many issues and learn to distinguish the purposes of each
section of the publication. I received a mention in Inc. because I responded to
a trend I noticed, as I've been a reader since, eh, forever. Fern Reiss read 18
months worth of Fortune Small Business before selecting Joshua Hyatt and
Recognize the Difference
Each publication has a personality and self-image that you want to understand
before pitching a story. I'm told (by the editors who should know!) that Fortune
Small Business considers itself a "baby Fortune" and approaches
similar types of business information and challenges as its big brother. Inc. is
for small business and is really interested in stories that share experiences
and practices that other readers can benefit from. Harvard Business Review is
more interested in management issues from a theoretical or empirical
perspective. They like stats.
Tell the Story behind the Story
Editors look for interesting stories, and sometimes that means what drives you
to create your business instead of the business itself. Don't hesitate to
include in your pitch what the business means to you or whether it has some
special meaning or purpose. I remember reading about a pharmacist who created
flavorings for children's medicine because his daughter was seriously ill and
often refused her meds. That was years ago and the Inc. editor mentioned it
during her talk.
One way to research publications is to ask for their advertising packages. I
find they have a wealth of information about who reads the publications and for
what purpose. And don't forget to get the editorial calendar that lays out a
years worth of coverage, month by month. You'll be able to pitch a story months
Last word, it's much easier to practice this with local magazines first before
moving up to the big guys. If you want to study up, visit the
Publicity Hound for more helpful hints.
Try. Fail. Learn. Grow.
About The Author
Dina Beach Lynch, is a Ombuds and CEO of Boston-based WorkWellTogether.com, a
coaching and consulting firm that helps companies with fewer than 200 employees
resolve internal conflicts. Dina is a serial entrepreneur who loves marketing
and technology. More articles of interest can be found at her mediation blog
"Mediation Mensch" at http://mediationmensch.blogspot.com/.