In an environment where many consumers are responsive to third party recommendations or endorsements, the media is a powerful brand advocate. The first thing you must remember, however, is that the first responsibility of the media is to the readership - not to you. The media will write and talk about you if they believe it is of interest to their reader audience.

The first step is to develop a database of media contacts who you believe are, or could be, relevant to your business. Your list might include wine, travel, tourism, lifestyle, food and business - remember there are many facets to your business and any one of these could have a media angle that will appeal to certain sectors.

Like most aspects of your business, success will be largely determined by the level and nature of the relationships you successfully build. It is essential to develop media and public relations skills so that you can communicate with the media in a way that is meaningful to them. You will need to think strategically and plan your communication to cultivate relationships that will, in turn, enhance your corporate profile and performance.

Remember that the media are another of your target markets and like the rest of your database they are not a generic group of people with the same needs and likes. Resist creating scatter gun type media information that gets distributed to all and sundry. Pick specific journalists for specific stories and even choose a journalist or publication and create/construct a story that is likely to fit their reader group.

To embark on a successful media campaign you will need to take an objective look at your total business and compare it to regional and national counterparts. What are your "points of difference"? Does your property or cellar door have amazing views? Do you market unusual products, perhaps a rare varietal? Are you solving a problem? Do you embrace environmentally friendly building design principles? Search out your potential story - it is hiding in there somewhere.

Talk to your staff; have any won awards in their field? What special attributes do they have? Thinking about and expanding upon these points may create the story line that will gain you valuable exposure within the media. It is important to remember that the media are confronted constantly with story opportunities and most of these are 'look alike' stories with no unique angle. You may need to revitalise your company's media strategy and if you don't have one, then spend the time to develop one. Otherwise you will find yourself continually making the statement, "It's about time I got a media release out".

Achieving media attention is not all about the media release. In fact, unless you have a headline story, a media release may end up in the waste bin almost as soon as it hits the journalist's desk. Use the telephone, personal letter, invitation and even a face-to-face visit to build that relationship and generate interest in your brand.