Media Relations For Small Business
"Do good things
"Do good things. Tell people about it." That's how my mentor defined public relations.Public Relations is defined by John Jantsch in Duct Tape Marketing as "Public Relations activity for small business consists primarily of gaining positive mention of you company or your products in newspapers, magazines, news shows, newsletters, web sites and journals read by some portion of your target market."
Let's start with the simple "Do good things. Tell people about it." Before anything else, you first have to do something good. That may be helping a business in becoming more profitable, it may be opening your training facilities to nonprofits, or it may be receiving an award - but you get the point. Do good things.
Now, have you done your homework? Before you contact a writer, blogger, editor - study what they write about. As you read, ask yourself 'What is the hook here? What makes this story interesting?' Twitter, Facebook, Google Alerts and Google searches are you best friends in doing this research. Also think about "Who are they writing for?" Just like you, they have a target audience; get a feel for who that audience is.
Prepare what you are going to say in your pitch to the writer. I recommend writing it down and playing the "So what?" game with your summary before you call the writer - that's where you look at your message and ask "So what?" and then respond to yourself. (So what if you sold Sage MIP Fund Accounting to XYZ nonprofit? So, because they are more efficient, they are now poised to increase their outreach to unassisted seniors by 30 percent.)
Make it easy for the reporter or writer. "I have a story about a nonprofit helping even more seniors and I think that it would be of interest to your readers because..."
Do drop everything and respond to the writer's request/phone call. Understand that they are operating under tight deadlines. I know that you are busy too, but you are the one that will gain the most from having a good relationship with the writer.
Don't be afraid to suggest another expert to the writer. If they ask you something that is beyond your comfort zone, but you know someone who is qualified to answer, make the referral. If you can answer their questions and/or provide a quote - that's great.
Do remember that this could be the first of many interviews. You are developing this relationship for the long term so nurture that relationship. Continue to reach out to the writer when you have new items of interest.
by: Dawn Westerberg Professional Website Development, Ecommerce Web Design & Seo Services For Growing Your Business Using Social Media Marketing To Build Small Business Relationships How To Identify Potential Cash For Gold Scams Business Working Capital Financing Get The Maximum Benefits Of Your Online Presence With Small Business Seo Gold Coast Tips In Ensuring Your Postcards Market Your Business Successfully Small Business Marketing: Understanding Your Ideal Customers Expand Your Business Through Getting The Right Business Loans Merchant Cash Advances: Unsecured Merchant Loans Mlm Opportunities To Make A Successful Business And Gain A Significant Income How To Start A Successful Caramel Popcorn Business Why Use 0800 Numbers For Your Business? Merchant Cash Advances Are A Great Resource For Quick Financing