6 Tips to Get Press Attention for Your Business

by Louie Beaupre
3/20/2017 11:45:06 AM

 

Good press can make the phone ring, drive traffic to your website and conjure new customers seemingly from thin air. It can also lead to even more press, while boosting credibility and brand awareness. But, how do you make it happen?

Here are some tips for creating press attention for your business.

Build solid relationships with local media.

You stand a better chance of getting local coverage if you know the media members in your area. Connect with local "beat" writers and target your messages to the most relevant journalists. Don't worry about limited circulations, especially if your product or service is targeted toward local populations.

Leverage online resources.

There are a number of online resources that connect business experts with journalists. One great example is Help A Reporter (HARO). With this platform, business owners are able to register as experts. They then receive emails about specific journalists who are looking for credible sources. You can also connect with journalists using platforms such as Muck Rack, Experts.com, PR Newswire and ProfNet. These services all charge fees; however, the costs pale when compared to the thousands of dollars per month (minimum) you might spend on a PR firm.

Know your customers.

There's no point in getting coverage from publications that don't cater to your customers. Make sure you know what your customers are reading. Unless you are targeting a general audience, focus your efforts on niche industry publications.

Know the journalists.

Writers don't write about startups in the health section. That is unless the business has something relevant to say about that specific industry. Make sure you know who you are contacting. Never send your press release to everyone at media outlet, or there's a good chance it will find its way into multiple SPAM folders. Identify the correct writers and organize their names in a database, or you may as well be shouting into the wind.

Maintain constant availability.

It's hard enough piquing a writer's interest. If you're lucky enough to sell your story, make sure you are available for questions and interviews. Because they work under tight deadlines, journalists can't afford to waste time trying to connect. Odds are they will have a whole stack of other options if your story falls through. Make sure to provide a good phone number and return calls immediately, or you may lose your chance for some profitable exposure.

Provide data.

One great way to elicit media interest is to provide new, unique facts and metrics related to an industry. A good method of gathering this information is by doing a small study or survey. You can either do this over the phone or by utilizing online survey sites, such as SurveyMonkey, SurveyGizmo, Checkbox, Zoho Survey and Survey Planet. If your data offers compelling insight, you can get it published on major media channels. There's also a good chance of syndication, which can significantly boost brand credibility, while creating a viral-like influx of new customers and increased media interest.

Maintain your credibility.

If you are constantly pitching promotional-style material to a writer, you can bet he or she will stop taking you seriously. Be careful when pitching a story about your business. Ask yourself if the information is really newsworthy. Will it help or interest readers? Does it say something new or insightful about your industry? If not, reframe the material or start over completely. Remember, your company's relationship with the media isn't about one piece; it's about long-term cooperation that benefits you, the writer and the media outlet.

Additional Resources to Help Grow your Small Business

White Paper

How Mail Services and Professional Addresses Help Entrepreneurs Succeed

In today's mobile economy, digital entrepreneurs often work from varying locations. While this can help save money and increase agility, it comes with one big drawback:

Read More >
White Paper

Virtual Assistants Provide a Competitive Edge

Countless small business owners rely on remote assistants or offsite receptionists to help with critical organizational duties. While some are content to offload simple tasks to self-employed, stay-at-home support people, others demand more comprehensive services...NULL

Read More >
White Paper

Virtual Assistants & Remote Assistants: A Comparison

While the traditional virtual assistant is likely to work from home, an executive-level virtual assistant is part of a greater brick-and-mortar presence. This fundamental difference opens the door for extensive training opportunities that broaden the professional's support capabilities.

Read More >
White Paper

Overview of Virtual Offices, Executive Suites and Co-Working Spaces

Work has changed. In an age of instant communication, cloud-based applications, and workplace versatility, the era of the traditional office culture has come to an end. Providers of virtual offices, executive suites and co-working spaces have effectively liberated the nation’s work culture, adding dynamic and energizing new choices...

Read More >
White Paper

Part 1 of 4: Introducing the SBA

For entrepreneurs and small business owners, navigating the tricky terrain of creating a sound business plan, forecasting for growth and developing an operative growth strategy can be a major challenge. Fortunately, American entrepreneurs and operators have access to one of the most effective resources in the worldwide market...

Read More >
White Paper

Part 2 of 4: Starting a Small Business

Navigating the complex terrain of creating a sound business plan, forecasting for growth and developing an operative growth strategy can be a challenge for entrepreneurs and small business owners. Fortunately, American entrepreneurs have access to one of the most effective resources in the world via the Small Business Administration (SBA).
... Click to read more

Read More >
White Paper

Part 3 of 4: Managing a Small Business

Congratulations! You have gotten your small business up and running. Now what? This part of our four-part series on leveraging the Small Business Administration to help you launch and manage a small business will focus on the operational aspects of running a business. Whether you need leadership strategies, day-to-day decision making skills
... Click to read more

Read More >
White Paper

Part 4 of 4: Marketing, Sales and Contracting

Understanding marketing and sales as well as the technical complexity of our Internet-driven society gives entrepreneurs a distinct advantage over the competition. This final segment of our four-part report will take a deeper dive into the logistics and philosophy of marketing and sales and their impact on your business success.
... Click to read more

Read More >
White Paper

DIY Marketing Tools

If a business isn’t marketing, its potential customers are not finding it. Small to medium size businesses often struggle with spending hundreds of thousands of dollars on marketing. New DIY marketing tools, however, have eliminated the need to spend astronomical amounts on online and traditional marketing. These tools
... Click to read more

Read More >
White Paper

Virtual Office For Legal Professionals

Law firms (large and small) and solo legal practitioners alike can use virtual office services and spaces to run their entire legal operations or as a supplement to a home office or traditional brick-and-mortar offices. Virtual office services can be particularly useful during trial preparation
... Click to read more

Read More >
White Paper

Finance & Tax Professionals

Finance and tax professionals, whether they work solo or as part of a larger firm, can use virtual office spaces and services to stay on top of their workloads, especially during the busy tax season. Professional virtual office spaces can be particularly useful when back-to-back client meetings are necessary...

Read More >
White Paper

Traveling Entrepreneur

As business people and entrepreneurs continually strive to grow their business, doing so frequently involves traveling around the country to attend networking or tradeshow events, meeting clients and prospects on their own turf, and getting some face-time with colleagues, contractors or employees who may operate in a remote location. Preparation
... Click to read more

Read More >
White Paper

Virtual Office Eguide

Have you ever wondered why some small businesses are successful and others are not and what do these successful companies do to gain an edge over their competition? Through our years of experience
... Click to read more

Read More >