Getting Ink HOW TO WORK WITH THE PRESS TO BUILD YOUR REPUTATION AND MAKE MORE SALES Which is more believable: something you read in a magazine article or something in an ad? If you're trying to build credibility for your company, at some point you'll want to approach the press and ask them to publish stories about your business. A positive article in a trade or business magazine can be far more believable than anything you say about yourself. This month I interview two AV trade magazine editors and ask what they're looking for in a story or press release. You'll learn: What editors look for What elements a successful story must include The best ways to approach the media What to do after your story is published Read Getting Ink, Don's November column from Sound & Video Contractor.