John Jantsch will start to think that I adore him, and I do adore his marketing mind. And I am not alone. He writes in a recent entry,  “Press mentions, even little ones, tend to build PR momentum for you. If you are just getting started using PR as a lead generation tool you can't expect to land the big feature story you are after right out of the gate. Think of journalists as a target market. Take some time to understand what they write about, read what they cover, and find ways to gently begin to educate your targeted journalists by becoming a resource to them for your industry or subject. “

Jantsch goes on to say, “Send them easily digestible, immediately usable packets of information that you know will be of interest to their readers. Don't sell - let them buy. Keep at it on at least a monthly basis. Do this for about six months and you will notice that you are starting to receive calls from journalists in need of a quote. Then the table may be set to start the conversations about the big feature article!”

Had I written this myself, I could not have stated it better. As Al and Laura Ries say, “An ad is worth a thousand words. An article is worth a thousand ads.”