PR’s David & Goliath: doing media relations for SMBs vs. large corporations
By Linda Forrest
Back when I was doing publicity in the music industry, working largely for independent artists, I’d often discuss with my colleagues what it would be like to be the publicist for a major, in-demand, household-name artist, how different the job would be. Rather than spending the majority of my time on outreach, I rather imagined that the role would be relegated largely to that of gatekeeper, traffic cop and reputation manager.
When it comes to media relations for technology companies, the same discrepancies apply – there are some distinct differences between doing media relations for a small- to medium-sized business and doing the same for a multinational conglomerate. But there are some best practices that hold true regardless of whether the company you’re promoting with its media marketplace consists of two employees or two thousand.
