One of the biggest challenges for many small business owners is getting great free press. Some say any press is good press. I don't necessarily agree. However, I do believe any free press that is positive is good for business. Obtaining positive press that you don't have to pay for is simply, priceless. Ever wonder how some people and some companies seem to get great press? I'm not talking about people who are already famous. I'm talking about local, home-grown, people who are "almost famous" but not quite. They are the ones who get invited to exclusive red carpet events and get included on VIP lists that most people only wish they had access to. These people typically have great press. Truth is getting free press is really no secret at all. It's a matter of following a few simple time tested strategies to attract reporters knocking at your door. If you're wondering how you can get free publicity for yourself and your business, I have put together a list of 3 easy ways to help you achieve that goal.
1. Identify and relate to national headlines. Pay attention to what is happening in the news on a national level. Stay abreast of top headlines of the day or week and find a way to relate to the story on a local level. How do the headlines of the day or week impact your community? Don't necessarily pick a topic so broad like the economy. Get more specific. If you're a real estate agent, tell how foreclosures have affected people in your community and highlight statistics and educate people on the real impact the economy has had on businesses or families in your neighborhood. Reporters look for a unique hook or personal interest piece to make their story captivating and stand out. If you want to attract local press, you'll have to show them a unique way you have used national news to attract local attention.
An example of using national news to evoke positive press would be the University of Maine student who made candles and bracelets for the Sandy Hook Elementary School families after the senseless shooting tragedy. She received local press for her efforts and raised lots of money for a great cause that had already gotten national press.
2. Take a stand on an important issue. Let your voice be heard. It's important to take a stand for something you believe in. Do you feel strongly about a new tax rate in your community? Perhaps there will be expansion on the roads or green space in your neighborhood. Or maybe there is vote about the city budget to increase the police force or firemen in your community. What are the critical issues at hand that affect business owners? Or that affect your family or livelihood? Whatever the issues are that matter to you, write a press release and take a stand about it. A great example about taking a stand on an issue that matters is how actress Jada Pinkett-Smith took on the issue of human trafficking. This was not always an issue that was important to her. However, after a conversation with her daughter about the topic, she decided that she could use her voice to take a stand. Since Mrs. Smith decided to take on the issue of human trafficking, she has received tons of positive press for her efforts. You may not be famous, like Jada Pinkett -Smith, but you can very easily weigh in on a topic that has significance in your community. Research a few local figures in your community. What subjects do they bring awareness to? Surely, if you were to create an event or bring awareness to a subject that other people care about, you would certainly elevate your visibility and acquire positive press.
3. Do something to make a difference. One of my favorite quotes by John Fitzgerald Kennedy is "one person can make a difference and every person should try." So many times we fail to take action because we don't think that our small contribution will help. Sometimes we forget that one person can truly make a difference. Here's one way you can make a difference in your community that may give you positive press: identify a local charity or cause in your community that you are passionate about. Raise money or raise awareness for that charity or cause. Write a press release or post on your blog a summary about your efforts. Submit your story to news outlets in your area. You never know, a local paper may just be looking to feature a local business that is making a difference in their community.
There you have it. Getting press is really not rocket science. It's as easy as giving local reporters something of interest that other people want to read or hear about. Has this short list of 3 easy ways to get free publicity for your business helped you? If so, write a comment and tell me how you can use these tips in your business.
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