To the Point: Get Ready to Rummage

2. Stop being passive about press coverage.
Wes "Scoop" Nisker is famous for his book, "If You Don't Like the News … Go Out and Make Some of Your Own." This is great advice in the "connected age." I'm not saying you should start a blog tomorrow (that would contradict point No. 1), but you should stop waiting for The Times to come knocking on your door. Invest now in creating and showcasing your own content online, and dive into the discourse around your issue. There are myriad services you can use to highlight your organizational research, reports, articles, white papers, photos, webinars, speaking ?engagements and videos. And who knows, that could lead to mainstream coverage.