Building a media campaign is equivalent to rolling a rock up an incline sweating it out in order to reach the pinnacle, and then finally pushing it over for the long tail of success.
When plotting out your plan of action, it's important to build in intensifying points of reference to get media on board. This might be as simple as,"XYZ news is covering this event", or it might involve more complicated tasks such as assembling a slate of important people for an interview or a conference panel discussion.
The ultimate goal is to build a genuine sense of urgency and that the momentum is a by-product of sustained audience interest.
In this podcast with Action Strategies Director, Mark Buzan, and I discuss the often confusing line between where marketing, public relations, and sales intersect. Throughout, the importance of creatively thinking outside convention is stressed to ensure results. The client example of the "SalesInterns.com is given as a case study.