Media Relations and Your Catalog (940 words)
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Maxwell Sroge, a catalog consultant in Evansville, IL, reminds his clients that if they are seeking national coverage of their business, they should make sure that "you have something worthwhile to say … Of course you'll feel warm and fuzzy sending a press release, but if you're not thinking of the editor, you're not building a good relationship." He says these relationships are very valuable: "If you go out to advertise [your catalog or product], it could cost millions of dollars; if you write a good story for the editor, and cooperate, for $500 or $1,000, you can have editors all across the country picking up the story."
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