|
|
|
Getting Press Coverage6 tips for using media relations to market your small business.By Kim T. Gordon So you want to land your business message in the pages of the Wall Street Journal or Vogue magazine. Sound impossible? Not really. You can hire an experienced publicist or public relations firm with established media contacts, or you can go it alone and still achieve media relations success – just so long as you follow some basic rules. Here are 6 practical tips for getting media coverage for your small business. 1. Set Clear Goals Who do you want to reach, and what do you want them to remember about you? Ideally, your media relations program should help your small business achieve better penetration of its core message. Rather than a one-shot attempt at coverage, make communicating a central message or idea to your target audience a long-term goal. Focus on your reaching your best prospects and customers and use your media relations program to repeatedly drive your message home. 2. Create a Plan A written plan is essential to keeping your program on track. It doesn’t have to be elaborate. Briefly outline your goals, media relations themes, the tactics you plan to use, a schedule of activities, and a rough budget. For example, with a $400 budget, the owner of a home improvement company whose goal is to be known as a resource for upscale contemporary remodels, might plan to send press kits with photographs of completed projects four times a year to editors at select magazines and producers of cable TV remodeling shows, and then follow up by phone. 3. Lay the Right Foundation Effective media relations programs don’t exist in a vacuum. They need support. Add a section to your Web site that’s devoted exclusively to the needs of the press, with information about your small business, its executives and products, as well as a contact page. Also, prepare your staff by keeping them up-to-date on your media relations plans and messages, plus designate individuals who may speak directly with the press. 4. Shape Your Story One of the most critical components of a successful media relations program is providing content that fits the needs of specific media outlets. Journalists and newsrooms are bombarded with hundreds, if not thousands, of releases and phone calls each day. And they’re looking for news and information that’s of special interest to their unique readers, viewers or listeners. For best results, become familiar with the media you plan to target – figure out what they want most -- then tailor your story accordingly. 5. Make It Easy To Cover You From print journalists to radio and television news directors, they’re all pressed for time. And much of what they use comes from press releases announcing new studies or statistics, video news releases, radio tours, or even photos supplied by businesses or their PR firms. Winning coverage often depends on going beyond a basic release. For example, you can provide a page of "tips" that journalists can quote from or use as a springboard for interviews with you. You can supply product photographs to magazines, win high-tech reviews by e-mailing links to an online demo, or position yourself as an expert in your field by scheduling a radio tour on a newsworthy topic. 6. Build Relationships Sometimes "blasting" a press release to thousands of media outlets is called for. But for most entrepreneurs, media relations success rests on one-on-one interaction – selecting key media, becoming familiar with their needs, providing materials, then following up by phone or e-mail. You can assemble your own list of local media who cover your type of story, or for larger lists, you can find help in media directories including: Bacon’s MediaSource (www.bacons.com), and Gebbie Press (www.gebbieinc.com) where you’ll find a free searchable database of media links. Get In-depth Coaching on this Topic>>
Kim T. Gordon's columns and articles are read by nearly 3 million small and home-based business owners each month. She is a small business expert and the author of three books, including Big Marketing Ideas for Small Budgets: A step-by-step guide to growing your business. Copyrighted material. May not be reproduced in whole or part without expressed permission from the author. |
|
This site is designed and produced by National Marketing Federation, Inc. (c) 2007 All Worldwide Rights Reserved
|