How can I predict media coverage for a client?

Consider the following questions to identify how likely it is that a particular reporter or publication will cover your client.

• How frequently do they cover your client’s subject matter and closest competitors? If frequent, it’s likely they’ll be interested in smaller client developments. If less frequently, they might only be interested in larger developments.
• What are the common factors in the reporter’s coverage? Do they always include quotes from a vendor customer and analyst? Do they always include company revenue information? If so, these might be significant dependencies.
• How well known is your client in their industry? If the client is unknown, it will require more time to develop relationships and convince the reporter that the client is worth following. If the client is well known, it will likely be an easier sell.