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As you take a look at the public relations goals of your small business, one
of the things you most likely have on your to-do list is to get exposure in
newspapers, business listings or magazines. However, you might feel overwhelmed
or intimidated at the thought of contacting your local media.
According to public relations experts, you should never let yourself feel
unsure about dealing with reporters. The reason is this: they need you.
You
may not know this, but most of the local business information and news updates
you read every day did not come from a reporter working the beat. The
information came directly from press releases or simple phone calls made by
people just like you. In this series we’re going to take a look at important
things to know when it comes to promoting your business through the media:
Identify important contacts. Take a good look at the
publications in which you would like to appear. Identify the key reporters or
editors that tend to cover the kind of news items related to your product,
service or industry. Then create a media list, which includes these names,
titles, publications and other crucial contact information that will be readily
available.
Develop relationships with the local media. When it comes to
local and regional media outlets, reporters are always on the lookout for a
story, and if you can provide a fresh angle or different approach, then they
will be interested in what you have to say. Introduce yourself to your local
reporters and news outlets by letting them know who you are, your areas of
expertise, and the types of events or programs you may be sponsoring. They might
not immediately take notice, but over time they will know who you are and can
recognize your potential contributions.
Take the lead. It’s sometimes hard to know when you should
contact the media. If your business gets a significant new customer, moves from
your home to an office, receives an honor or recognition, or comes up with a
solution to a community problem, don't hesitate to call an appropriate reporter.
Again, you may not always get coverage, but you have nothing to lose by
cultivating these relationships.
In the next part of this series we will take a look at how you can bring
focus to your public relations efforts.
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