ride way media , way media limelight , media limelight

By: Michael Low

A press release is an effective way to get your story into the

hands of journalists and editors. Through the media, many

startups and small businesses are often transformed from little

unknown companies to famous brands.

How can you multiply your chances of getting media coverage

amidst fierce PR competition? There is a common sense PR

technique you can use to ride your way to media limelight.

Here is a recent case study of how an unknown startup company

catapulted into media limelight using this proven PR technique.

After September 11, security and safety were the buzz. The media

were concerned with national, local and home security. With the

anthrax scares, opening of snail mails became dreaded by many.

On October 31, a San Francisco startup called Paperless POBox

sent out a press release titled "System That Delivers Postal Mail

Via Email is Available to Combat Mail Bioterrorism."

Paperless POBox provides a service which integrates snail mail

with modern email. People sign up for a box address and snail

mail addressed to them are scanned into image files automatically

routed to their email inboxes.

They were soon featured on prominent media like CNN Moneyline,

CNNfn, TechTV, CBS-KLAS and CNet Radio. From an unknown upstart

with no track record, they were soon gaining popularity and

credibility.

Traffic and business poured in. I wouldn't be surprised if

investors started knocking on their doors - wanting to own a

piece of this innovative company.

What can we learn here?

Paperless POBox was able to ride on the bio-terrorism and

security buzz that catapulted their company into media limelight.

Quoting their original press release, founder David Nale "created

the service for frequent fliers to receive their mail anytime,

anywhere and eliminate paper clutter."

By riding on the media buzz, they captured huge media attention

and gained an additional market for their service - people who

were concerned about snail mail safety.

Most of us follow the news regularly to keep ourselves updated.

Why not go an extra step and ask yourself: "What does that mean

for my business?"

You can apply this technique to industry buzz as well. As you

update yourself with industry-specific news, keep an eye out for

buzz that your business can ride on.

Michael Low is a professional PR Strategist. He provides top-

notch PR services at highly affordable rates. Check out his full

range of PR packages at http://www.prbuilder.com/pr.cgi?a012