How to Get Your Small Business in the Local News
It is more difficult than ever for a small business to get coverage in the local media. The press only has so much space and time, and much of that is for the hard news and paid advertising. For a business to get coverage, it needs to have a "hook."
Other People Are Reading
Things You'll Need
- Name of contact person at each of the media
- Contact person at the business
- Business stationery with logo
- Photographer
Instructions
-
-
1
The worst thing a company can do is to keep bombarding the press with press releases about new products and services and other items just to blow their own horn. The media is not interested in these small announcements, and editors will start to have negative feelings about the businesses sending them. The business has to find "news" or something important and newsworthy for all the media's audiences.
-
2
Those who know the business best have to look at the upcoming yearly calendar and choose one or two main events that they can use as a "hook" for publicity. For example, eyecare businesses can "hook" on national vision month, or national eye safety month. Or, at the beginning of spring, they can do a special on sports safety and protection. Before these items go out the media, a contact person from the business needs to call a reporter or editor at each local media to notify him/her that this information is coming.
-
-
3
These materials need to be produced in advance. They can be press releases or white papers (and photographs) for the print media and radio stations and electronic vehicles (DVDs, email, electronic photographs) for the television and cable stations. No head shots and talking heads. There should be actions photographs and video. Quotes can come from the business as well as customers or vendors.
-
4
If anything else unforeseen occurs during the year that appears like a "hook," grab it quickly. For example, if a new dental treatment will save people thousands of dollars for caps and inplants, get this to the media quickly. Also be prepared to be the spokesman with the media whenever it needs additional information. Supply them with "objective" knowledge.
-
1
Tips & Warnings
Never send junk mail to the media.
