There are more businesses looking to stay out of the media than get their name in the paper or their logo on TV. A good publicist or PR firm can work with reporters, editors and producers to keep their clients out of the media, as much as they can work to get them in. Here's how:

  1. Relationships matter!  Develop and maintain relationships with the reporters, columnists and editors covering your industry
  2. Become a resource to them, by offering information and insight
  3. Manage risk
  4. Be responsive to press inquiries
  5. Be proactive
  6. Stay Vigilant — Monitor the media and social media chatter and stay on top of any potential areas of concern