1. Know your market. The more specific you can get about which community should use your product, the easier it will be to identify which media you need to work with. If you could get a slice of your target market the better for you.

2. Identify the product benefits relevant to your market. Features aren’t as important as what your product does for your potential clientele. Remember, at this stage you’re trying to sell your product or service to the media so your story will get published. In the end it all comes down to the product or the service you offer.

3. Establish your product as unique. Even a slight edge from the competitor will go a long way. It’s important to be able to prove your product is “x-times” faster, better, cleaner or more cost-effective than your competitors’ product or industry standard.

4. Source and use testimonials. All other things equal, testimonials are one of the strongest ways to enhance the credibility of any promotional piece. This also holds true for your editorial piece as well. The main difference will be the way the testimonial is presented.

5. Target the media used by your target market. It will really help to narrow down the path from the supplier to the consumer.Find out which media outlets your target market typically reads, views or listens to.

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