How to Get Media Exposure for a Small Business
There's an endless list of things small businesses need in order to succeed, but media exposure should be near the top of that list. A mention on the local TV news could easily bring in as many customers as an expensive advertising campaign. Positive press can also help a small business build a positive reputation in the community. With time, luck and the right tools, a small business owner can attract the attention of the local media and enjoy the benefits of good publicity.
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Instructions
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Find something that makes your business unique among all others in its niche. "Local hair salon offers cuts for men, women and children" isn't a newsworthy story and won't get reporters' attention. On the other hand, "Local hair salon collecting hair to help clean up the Gulf Coast oil spill" might well catch a journalist's eye.
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2
Create a media plan. Know which news outlets you want to approach before you begin trying to get your story picked up. Spend some time learning which reporters at your local newspapers and TV stations are most likely to cover stories similar to the one you intend to pitch.
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3
Draft a press release. This calls for a fairly specific style, so take time to read some examples of press releases, preferably from successful businesses in your industry. If you're not a skilled writer, consider using a press release writing service.
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Send your press release to the media contacts you researched in Step 2. Make sure you've included your contact information and kept your press release brief enough that a busy reporter can make a decision about your story in a few seconds. Like the writing of your press release, its distribution can be outsourced to a professional if you need the help. This may be the best choice if you are trying to attract national press.
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Turn a little exposure into more press and a better reputation. When a journalist covers your business, ask about keeping in touch and sending future press releases directly to that reporter. Make sure your existing customers get the chance to see your media coverage too--this is where an email contact list or a Facebook business page can really come in handy. A customer who hasn't shopped with you recently might come back and make a big purchase after seeing that you got a positive mention in the local paper.
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Tips & Warnings
Always be friendly and prepared when speaking to a journalist. Even if you don't have much experience in media relations, simply being polite and offering the information a reporter needs can carry you through.
As your business grows, it's a good idea to find newsworthy stories within the organization and send press releases periodically. Experiment with different means of distribution to find the one that works best for you.
Just like in all other areas of your business, you may have to spend money to make money. Shelling out for a professionally written and distributed press release will leave you in a better position than if you wrote a lousy release and sent it to the wrong reporters.
Watch out for negative press. Sometimes, an unkind story can cause your customers to rally around you in support, but it's best to avoid these situations completely whenever possible. The best way to do that is to assume that the media is always watching and eschew any business practice that could appear unethical.
Don't pester reporters or ask why they didn't cover a story. More often than not, if you write a stellar release about a great news story and get no response, it's just that you happened to reach a bunch of reporters who were all too busy to cover your story. Making them busier by complaining won't help.
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