Everyone has something to shout about in their business – it’s just a case of getting it across and to the right people.
The right story and best PR could get you and your company featured in newspapers, magazines, on the radio and television.
A press release is a good way to get your business in the media but do your homework!
Think about your audience when writing it – which publication do you wish to appear in?
Find out who the Editor or Reporter is before you email it over.
Remember, timing is essential when pitching news. You want to give the writer enough time to report, but you don’t want to pitch the idea too soon that the writer forgets about it by the time your company launches or announces the news officially.
Make sure you write a catchy headline and top paragraph and include quotes, contact details and photographs.
Your “news” should be a genuine story. Journalists will not report on something, which is a blatant advert. Their readers or listeners need to gain something from your story. If you want to promote your new website this alone won’t get you in the news.
However, a new site aimed at new mums and dads stands a better chance – these are people who read the publication or listen to the news on air.
If someone famous has used your products or backs your company, use this to your advantage too.
Be aware of your USP (Unique Selling Point).
Facebook, Twitter and LinkedIn are great ways to promote your company and build relationships.
Follow Reporters on Twitter and make it your goal to build relationships with the group of journalists that cover your industry.
Engage in conversation with them and when they need comments they may just come to you.
Journalists are always under pressure to come up with local stories and if you can offer them an exclusive they are bound to be interested.
Be aware of a journalist’s calendar!
Never phone a radio station just before the hour, they will be putting their bulletins together.
Think seasonally. Do you have news for Valentine’s Day? Mother’s Day, Father’s Day?
Christmas and New Year are quiet news weeks so why not try and get some coverage during this period.
ABOUT THE AUTHOR
Joanne Gallacher is a freelance journalist and mum to two girls who keep her busy 24-7. She runs The Audio Café with her husband Peter and resident West Highland Terrier, Gabriel. http://www.theaudiocafe.co.uk/