Dear GiGi: My company has had a decent amount of press coverage, however we’re not really making waves right now. How do we get ourselves back into top-tier outlets?

Hi Darien,

Getting continuous hits in top-tier outlets can certainly be difficult.

If your company isn’t coming out with any major initiatives, one method to garner coverage is pitching members of your company as a source of commentary. For instance, a law firm practicing in the healthcare industry may not be at liberty to discuss specific cases; however, it is in the position to offer extensive commentary on the repercussions of healthcare reform. Frequent references to your company’s staff as experts in the industry will help increase clientele and subsequently, media coverage.

In between major initiatives, it’s easy to let your company slip into the white noise. Make sure to take steps to increase its presence by positioning your business as an industry-leading expert.

Stay on message,