One part of your marketing strategy should be to get media coverage for your shop.
In a recent article in Startup Nation, Melanie Rembrandt offered small businesses advice on how to get featured in local and national media outlets.
“As a small business owner, you may think it’s impossible to get a big, feature story about your company in one of your favorite publications, especially if you don’t have the money to hire a publicist,” Rembrandt wrote. “And while a publicist has the skills to build buzz and cultivate relationships with the media, it is possible to score a major story on your own.”
Rembrandt shared the following four tips:
1. Create a Unique Story. “[T]he key to getting the media’s attention is to develop a unique story specific to a media member’s interests,” she wrote. “Instead of approaching hundreds of media members with a press release, create a story relevant to the one writer, editor, blogger, or producer you want to pursue.”
2. Pitch and Keep Quiet! “Provide all of the details and interviews they need to make the story a reality, and then wait,” Rembrandt wrote. “Do not start pitching the story to others. Otherwise, you could burn your relationship with that media member, and word will spread among journalists that you are not true to your word about exclusive stories.”
3. Know When to Move On. “Once you know that the media member you approached is not going to publish your story and the time frame you quoted has passed, you can tell other media members about your story, send out your press release or start over again with a new story specific to a different media member,” she wrote.
4. Media Members Like to Be First. “If you want to get a big story in a favorite venue, you’ve got to provide a specific media member with a unique story that has not been published,” Rembrandt wrote. “Journalists like to reveal breaking news, trends and data to their audience. And if you can provide this information, you greatly increase your chances of getting some good media coverage.”
To read the complete Startup Nation article, click here.