Attracting media attention is a great way to get free publicity for your business. Take time to select the most appropriate media for your product or service, cultivate relationships with journalists, and gain increased exposure without parting with any cash.
Seek out a newsworthy story to share. Maybe your start-up has an interesting back story. Is there something unusual or unique about your product or services, your business premises or your suppliers? Are you sponsoring a community event, launching a new product, or celebrating an employee’s outstanding performance?
Research local, regional, and national media outlets that are likely to be interested in covering your story or receiving a press release. Check out the Contacts page in the publication or website to identify the right contact person and preferred method. Email is normally preferable to phone.
When you send a press release, make it as complete as possible by including everything the reporter needs to write up the story. Include good quality images of you, your product, your logo, company facts and figures, and links to your website and your social media. If the publication has a space to fill at the very last minute, your ready-made feature is likely to stand out from the rest.
Establish yourself as an expert in your area. If you’re a start-up, this is a really good way to build up your reputation. Create a regular blog, and have a page in your website that identifies you, your area of expertise, and contact details. Feature a media page about your company that showcases what you do.
Make the most of social media. Follow journalists on Twitter, and include their @handle every time you tweet a relevant point or share your latest blog. Engage with journalists and media outlets on their Facebook pages by commenting under their posts. Also engage with influencers in your industry to help boost your credibility and increase your following.
Give a shout out to your media outlet when they cover your business. Keep a press page on your site where you store such references, and also share the story on social media. Maintain the relationship by dropping emails updating on your business and reminding them you’re available as an expert resource.
Nurturing relationships with relevant media outlets takes time and effort. However, it’s a great way to increase visibility and gain new customers, especially when advertising budgets are tight.