At first glance, it looks like the media has changed little over the years, except in how stories are documented and processed. With the Internet, more choice information gives editors their pick from an overflowing treasure chest of ideas. The organizations that previously succeeded in getting selected from this reserve now find they're lost among the gold coins.

Why? Because media relationships have evolved. Businesses used to stay in touch with contacts at specific organizations. Now, a person rarely stays put for more than a few years. Even if you keep a media contact list, it's rarely accurate. Mergers and acquisitions have turned companies into mega-sized companies—the mass media. These organizations are difficult enough to penetrate at all, let alone on a regular basis to keep in touch with a particular contact who's here today, gone tomorrow.

Each time you start over with an organization, you have to rebuild the relationship. By the time this relationship gets to a decent level, someone leaves. It's a vicious cycle. How do you avoid becoming a media dinosaur, long forgotten when the next story is covered?

If things besides avoiding extinction are on your mind, share your larger-than-life problem with the SWOT Team and get help. Pose your dilemma to our readers, and you will receive a free copy of our book, A Marketer's Guide to e-Newsletter Publishing.

New Dilemma

SWOT Category: Internal Weakness/External Opportunity

We're Turning Into a Media Dinosaur.

I run a small nonprofit organization that produces seminars and workshops. We used to get reasonable media coverage of our events by submitting news releases, but the newspaper and radio contacts we have been using seem to be tightening up their policies, thereby making it more and more difficult to get a mention.

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Hank Stroll ( is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.