Instead of griping about what the news media doesn't cover, be attentive to the stories all around you that underscore what your business, non-profit or public agency stands for.
Helping a local blood drive or contributing to a worthy cause are good things that build employee morale and pride, but usually won't earn any media coverage. Reporters, editors and bloggers are looking for stories with some sizzle.
• A truck-driving school that trains an amputee who goes on to own and operate his own successful trucking company — opportunity for all.
• How a rash of consumer complaints prompted a series of face-to-face meetings with company managers and designers that led to a completely revamped and much improved product — creative innovation.
• An employee who is injured in a car accident, but still finds a way to deliver a critical part to a snow-removal crew preparing for bad weather conditions — service that goes the extra mile.
These are brand-building, reputation-enhancing stories that will attract media interest.