Finding the niche
By Aleks Czerwinski

When it comes to media coverage, it’s the norm for clients to get much more excited about a big story in The Australian in comparison to a mention in the What’s on section of a small suburban newspaper or specialised trade magazine. However, depending on a number of different factors, these seemingly ‘smaller’ media stories can be just as, if not more valuable than a story in a widely circulated national or metropolitan newspaper.

The value of media coverage is dependent on much more than just the circulation and readership of a media outlet. When assessing the value of a media article/interview/segment, ask yourself the following questions:

- Did it position your company in a favourable light?
- Did it convey your company’s key messages?
- Did it reach your intended audience (or in public relations terms, your target ‘publics’)?
- Did it achieve the objectives of the original media release?
- Did it include a phone number or website for those who want to find out more information?

If your company is trying to reach a group of people in a particular industry or promote the activities of a local branch office, then trade publications and small local newspapers or radio stations may be the best ways of getting the right message to the right people. After all, this is a major part of what public relations is all about!