Did you know right now there are journalists sitting at their desks wondering what’s new that they can write about? It’s true. Having worked with a number of journalists over the years, I can’t tell you how many times I have been told that the information I just provided is exactly what they needed to meet a deadline. Journalists, like potential clients, are at the mercy of the information they find. When information comes to them, it makes their job easier. Easier job = happy journalist.

So what does this mean to you? It means that if you are marketing and branding your company, you need to know what journalists are looking for and be ready to supply it. Maybe it’s information about a grand opening, a new product or service you are now offering or an expert opinion – find out what they cover, and when you have the right stuff be there to supply the information. This is where working with a branding consultant comes in handy – branding agencies often have the inside scoop on what journalists cover.

Of course, this does not mean you should flood anyone’s inbox with press releases about every single thing that happens in your company. But it does mean that you should research who covers what in your area, see what kind of articles they write, and when you have something that fits, don’t miss the chance to offer your information for their next assignment.