You want the press to cover your business. But, you don’t want to have to chase people around for that coverage. Normally, business owners have to spend a lot of time on the phone just to get the ear of a journalist. Even then, there are no guarantees that the business will be featured in any news outlet. Here’s how to increase your odds.
Create Your Press List
Research your market and make a list of every daily newspaper that would be most likely to cover your business. For example, if there is a local paper that tends to cover a lot of certain types of businesses, and your business is in that niche, reach out to them.
Make a list of as many community and events calendars as you possibly can and then reach out to the organizers to find out how to make a submission. Think about how people in your local community read the news and how they get informed about businesses in the area. Your goal is to get in front of them so that you can be the recipient of their money.
Find the email addresses and phone numbers for reporters that cover local events, news stories, and any “hot topics.” Call the “news desk” to see if you can get this information.
Now, craft a brand story that’s both compelling and useful to your target audience and submit it to the journalists.
How To Frame Your Message
How do you want to be seen to the general public? You could list your personal and organizational objectives for whatever event you want to hold (which is how you get press coverage). Once the list is made, imagine that you’re the one reporting on your company’s event. You have to write out a news story that covers the event and captures the essential details that the general public would want to know.
The story should be just that — a story. It shouldn’t be trying to pitch products or services.
Write Your Press Release
A press release is a great way to get the media’s attention, but only if you have something newsworthy to say. Most businesses struggle with this, because they don’t think they have anything that’s newsworthy. The reality is that you probably do and don’t even realize it.
Think about local news stories. Most of them contain information that is quick and to-the-point. Because of this, the reporter cannot cover all angles of a story. And, this is where you come in.
You can create an angle that the journalist didn’t cover. And, then, inject your business into that story. The result is that your company becomes part of the news.
For example, let’s say the local little league is playing a game that’s expected to sell out. The crowd is going to be the biggest it’s ever been. Your company decides to buy new jerseys for the home team or maybe set up a concession stand to help them raise money, or something similar. There’s your angle.
You can become part of the news by injecting your company into the story. If you want to scale up your news releases, check out address & envelope printers so you can create your own mini-mailhouse.
The Publicity Plan
How will you get the press coverage you’re after? In most cases, it’s a matter of dropping the press release in the mail or sending it out over newswire and getting it picked up by local and regional news outlets. As long as you have a story to tell that’s timely, you have a chance of being published. Just remember, the more timely, the better.
Evie Norton is a creative gal who works in the marketing industry. Over the years she has worked on numerous launches and shares ideas and tips focused towards startups and small business owners in her writing.