How to Make a Company Newsworthy

Every business owner wants free publicity but many self-starters and longtime professionals alike are mystified as to how to actually get it. Whether you operate a small business or a big one, it's important to get your name in the news and keep it there. Here are a few simple steps for getting your company on the news--and getting the news to keep coming back to you.

Instructions

Difficulty: Moderately Challenging

Evaluate Your Company's Information Worth

1. Determine your expertise. If you operate a landscaping company, you're an authority on anything dealing with trees and lawns in your local area, for instance. You might also be an authority on working in extreme conditions, such as heat on days of heat waves or cleaning up after storms.
2. Brainstorm with your fellow workers. Grab a calendar and go month by month, identifying notable times when your expertise may be of use. January might be a time for those tree-killing storms; July would be a great time for water-saving techniques. Mark down any event related to your business's activities in the upcoming months that's sure to draw news attention.
3. Compose a company defining statement for each mark on your new PR calendar. Keep it short and direct, such as, "Example Landscaping has been in the local tree removal business for years. They can offer tips on how to save your trees and how to check if your contractor is legit." This statement comes in handy later when you send out a press release.

Build Special Relationships Within Your Community

4. Network with others in your area who can help you augment your new status as the area's go-to expert. But remember to keep it trendy. For example, our imaginary landscaping company might want to pair up with an organic nursery that sells native drought-resistant trees. Though you should be prepared to share airtime with your new partners, a story about joining forces generates airtime where there wasn't any before.
5. Consider local governmental bodies, industry groups or businesses even loosely related to yours. If you can donate tree trunks for firewood for the poor, consider that another story to add to your repertoire.
6. Court customers ready to testify on your behalf. Provide your best ones with incentives and ask them if they'd like to participate in a news story.

Develop a Relationship With Media

7. Generate press releases for every news event that you've identified. Make sure you provide an opportunity for reporters to shoot video or conduct interviews. Don't just provide talking points--be prepared to display an example of what you do. Schedule a customer to provide a testimonial for an added bonus.
8. Send press releases with as much advance notice as possible. Call assignment editors as a follow up after you send press releases. Send press releases again 1 month and 2 weeks before the event. If the story is urgent, send press releases as early as you can and get on the phone to the assignment editor right away.
9. Accommodate reporters' schedules. They have deadlines and need time to write their stories. After the stories air or are printed, send a thank you note and keep in contact with them. Staying friendly and being responsive to their needs ensures your name is highlighted in their address books.