Every company needs to get exposure to be seen and heard. An ideal way for many is to have someone else write about you. By this I do not mean endorsements on Linkedin. Actually from some of the endorsements I read of so called Social Media Trainers and Consultants on Linkedin is self serving, indulgent and seems to this writer to be over the top and smacks of having to have others justify your creditability and shows little independence and objectivity no matter how glowing they read.
On the other hand try getting the press to write about you requires a whole different stratedgy. I came across this interview at http://www.vator.tv that provides some definite valued insight to having the press write about you. Check it out. Vator.tv correspondent Reena Jadhav talks to Kathy Johnson of Consort Partners to give you tips on just how. (Kathy is one of the most connected people in Silicon Valley). Kathy says to go to a publisher’s Web site and identify the appropriate journalist. Typically, the journalists will have their emails available. Kathy says to read up on the journalists (so, you don’t look ignorant in front of them) so you know exactly how to pitch a story.
Additionally, it’s not just about getting word out in traditional publications. These days, companies should use the tools on the Web to help them distribute their content. Companies should Twitter their information, for example. Or, companies should take advantage of Vator.tv by establishing a company profile. Not only will the company profile receive hundreds or thousands of views, a company can post announcements on its profile and that announcement goes directly to the Vator newsroom.