How can you shine a light on your business without spending vast sums of money on advertising? Well, a good way to build your brand awareness is through Public Relations, by getting free editorials on your business. The advantage of editorials is that they cost less and are more credible and engaging than adverts as they are under the by line of the journalist.
There are some fantastic PR agencies that can get coverage for your brand, but if your budget will not stretch to an agency, then you can give it a go yourself!
The Right Media
First, you need to find the right media that will target your market, so look at all your local publications. What magazines and newspapers come free through your door? What are your local newspapers and magazines? There are so many magazines, newspapers and even TV and radio, the list is endless.
Right Articles
Then you need to look at what kind of articles and stories the media feature. Would an article on you or your business fit in that publication? Do you have a great event that they need to know about for the social pages? Do you have a good hook? Is it newsworthy?
Right a Media Release
Then draft your media release or even an article, make sure it has a dynamic headline, include the, who, what, when, where and why and make sure it is professional with the most important information at the beginning of the release. Don’t forget correct grammar and no spelling mistakes. The release is presenting your business and you want to come across as a professional enterprise. Tailor the release for the section you want to target, for example if you own a restaurant, target the food supplement, beauty salons or day spas should target the beauty pages etc.
Right Contact
Next, you need to find out who the right contact is. In the magazine or newspaper there is always a section detailing the publishing house and contact details - it is normally at the front of the publication. Look in this column and make a note of the publishing house telephone number and look for a suitable contact. Your contact needs to be the features editor or the journalist that writes the lifestyle section, failing that, the editor or just ask for the news desk.
Prep & Pitch Your Story
Now that you know the publications and the journalist you want to contact, review the press release, and localise it for your market. You need to add local information. Also, make sure you give all your details with your address, email, website and contact telephone numbers.
Once you have the right contact and the press release or article, think about how you will ‘pitch’ your story (that is when you call the journalist), practice and then make that call. Tell the journalist that you have a great local business story; give them a brief overview of the story and offer to send them a press release to look at. If they're interested they will then ask you to email the release and Volia! You have ‘sold in’ your first media piece. Make sure you get their correct email address and make sure you send the information immediately. You must send the release within one hour of speaking to them on the phone, that way your conversation will still be fresh in the journalists mind.
Be Patient
Then be patient….. and hopefully within a few weeks you might get your first piece of publicity. However, no matter how great your story is and how you have ‘pitched it’ there is no obligation for the journalist or publication to cover it. Never call or pester a journalist to ask why they haven’t covered it or bug them about featuring it - this is the best way to NOT get your stories covered in the future.
So give it a go and Good Luck!
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