As PR Pros, we’re often caught in a cycle of sorts when it comes to recommending and pitching outlets for our clients to appear in.  While we are constantly striving to identify new, relevant and exciting outlets for our clients to pursue, we know which pubs are really the “bread-and-butter” and which ones may represent a type of “risk”.

But that doesn’t stop us from trying.  And it shouldn’t stop a communications department within a company from trying to sell a new outlet appearance to the Suits, either.  Even if that appearance may come with being at the mercy of a flag-waving, self-centered, Bill-O’Reilly-inspired egomaniac.

We’re speaking, of course, of the Colbert Report. Did you know the half-hour, late night show is watched anywhere from about 1 to 1.5 million people nightly in a given week, with about 800,000 of those being 18-49 year olds?  This recent piece in the Los Angeles Times paints an interesting picture of what the show does for book sales – and how the show exposes authors to audiences they may never have otherwise reached.

But the show also regularly features “contributing experts” in its middle segment on the hot (or random) topics of the week, segments that may represent excellent opportunities to show off a member of your company that may be the next big industry guru.  Besides reaching that coveted 18-25 demographic, think of all the decision-makers in the older demographic you may be leaving an impression on.  Truly, a rare opportunity to show off your company’s relevance to current events and industry knowledge while simultaneously letting a bit of your corporate personality shine.

So take risks.  Be open.  And who knows – your company may just get Stephen’s next “tip of the hat”.