Repeat Coverage

Once you obtain newspaper coverage, a delightful question arises: When should you again seek coverage in the same publication?

Articles, particularly breaking stories, do beget follow-up pieces and it's conceivable you could appear in print the next day. More plausibly, there won't be a follow-up piece and you'll have to search for coverage from another angle or with a different emphasis.

When to ask for coverage again will depend on the original article's length and content. If it was a huge feature requiring lots of space and editorial time, renewed coverage may be six months or a year in the future. A short piece may limit coverage from one to three months. Your name buried once in the midst of an article should not be regarded as a bar to additional coverage a week later.

Peter G. Miller is an image, marketing, and public relations consultant whose clients include selected national corporations, associations, and web sites. Mr. Miller can be reached at peter@boardroomarts.com