Public Relations is an affordable way for you to get noticed, especially if you lack a large advertising budget like many small businesses do. For it to work though, you must do your homework. Here are some tips to help you get started:
1. Research the publications in the geographic area where you want to gain awareness/grow business. Many publications provide their media kits online. The media kit includes the circulation and demographics of the readership among other important information about the publication. It helps you determine where you should focus your time and energy. If your target market is women, but a certain publication has an 85% male readership, you’ll want to focus your attention elsewhere.
2. Research editorial calendars – many times available online and oftentimes included in the media kit. Editorial calendars allow you to see when the publication plans to focus on certain topics. For example, a magazine may have a dining guide that comes out every year in May. If you run a restaurant, you’ll want to make sure you get your press release or story idea to them well before the May issue deadline.
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3. Research reporters. Many reporters have beats and topic areas of focus. For example, if Joe Smith is the go to for Culture & Arts and you just opened up an art studio, Joe Smith should be at the top of your media list.
4. Create a media list. Now that you have done your research, you have enough information to include in a media list. This media list can be developed in Excel with the following fields: Publication, Location, Contact Name, Title, Email, Phone Number, and Website Address. This media list is valuable for press release distribution. You’ll need to keep this updated with the most current editors, producers and reporters.
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5. Develop pitches and story ideas. You have a story to tell about your business and all the great things you are doing. The object is to stay in front of the media with newsworthy topics. Most publications will feature stories about events (especially philanthropic in nature) as well as new developments such as a new service or product. Another great way to get exposure is to be an expert on a certain issue related to your business or industry. What are people concerned about? How can you help? Tailor your pitch to the publication. Let them know why their readers, listeners or viewers will be interested in what you have to say.
6. Pitch your ideas to the media through press releases or media advisories via email. A press release is time sensitive announces something new to the public, such as a new product or business. The press release reads like an article and includes quotes and facts. A media advisory or alert just lists basic information and is brief and to the point. It includes who, what, when where and why.
7. Build relationships with the media. The best way to do this is to be respectful of their time. This means following through immediately with requests for additional information, scheduling an interview, and meeting their deadlines. The more reliable you prove to be, the more likely they will continue to feature you in the media. If they politely decline your request to be featured, thank them for their consideration and they may be inclined to print something else in the future. And if they do print your news, that is very exciting – let them know you are appreciative.
If you follow these steps, you will be on the right track to gaining exposure in the media and reaching your audience.
