Every business owner craves free publicity, yet few know how to get it. The world of reporters, media releases, television appearances and hype can be a bit of a mystery. Publicity should be part your small business marketing strategy, so here are some tips to help get your name on the air, in print or online:
– Be newsworthy. You must have something interesting to say. Create an angle by attaching your business story to a trend or event, such as “Recent surge of home break-ins push security alarm sales.”
– Become an expert. Media often seek the opinions of experts for a news story. Based on your business focus, identify your particular expertise or specialization and credit yourself accordingly in each media release; for example, knitting expert Jane Smith …
– Never use media to sell. Editors won’t publish a story about your upcoming holiday sale. They’ll consider that an advertisement, not news. Respect media integrity by never mixing advertising with editorial.
– Send a media release. News editors prefer a one-page, professionally written media release, sent by fax, mail or e-mail. Write your media release as if it has already appeared; in other words, write as a reporter. Editors are more likely to run a story that’s ready to go.