The novel coronavirus/COVID-19 pandemic has caused stunning and unexpected changes for small businesses and creatives. For those of you who had planned media outreach, now may or may not be a fitting time to approach the press. (I outline the types of stories media outlets are looking for in my guide to outreach during the coronavirus.) Watching the global pandemic unfold in the media offers important lessons about media coverage during breaking news.

First, as we’ve seen in spades,...

One of the biggest mistakes I see creatives and small business owners make when doing media outreach is not creating ongoing relationships with journalists. A once-and-done approach to media outreach leads to one-off articles that serve you in the short term. However, creating lasting relationships with journalists can lead to repeat coverage that will make a lasting and continuing impact on your business.

So, how do you do this? Here are three ways to establish ongoing relationships with...

Even if you earn it, press coverage still has a cost. It costs your time and energy to earn that coverage, which certainly has a dollar value. And it has an advertising price tag equivalent. The dollar value of earned media coverage can provide some measure of how much that coverage is “worth.”

Just how much would that article or segment cost if you were to have to pay for it in advertising?

Here’s how you find out: Every media outlet has an advertising or media kit that...