The author argues that many executives and entrepreneurs misunderstand the purpose and usefulness of media coverage for their companies. They believe that media coverage should be an extended advertisement that promotes their products or services, but this approach can lead to misspent funds, poor execution, and frustrating outcomes. Instead, media coverage should be used to educate and notify the marketplace about something significant related to the organization, with the goal of building awareness and trust among qualified customers. The author recommends a diverse blend of media coverage options, including widely distributed news releases, targeted story pitches, executive multimedia interviews, executive POV byline articles, and executive quoting for journalists' deadline articles. By leveraging media coverage strategically, companies can gain credibility, provide fresh presentation materials, and attract new customers, ultimately leading to increased revenue and competitiveness.