In today’s business climate, it’s all about getting noticed. Your audience, your buyers are out there, but the question remains – how do you reach them?
Landing media interviews in major (and minor) media sources is a great way to build brand awareness and spread the word about the products and services you offer.
In this article, we’re going to look at 3 easy and important ways to use the influence of the media to benefit you, your business, and the community.
Studies estimate that the average American spends around 450 minutes a day consuming media. You want to be part of that.
The problem is, getting the media’s attention isn’t always easy. Whether it’s TV, newspaper, or a popular website, too often we write off influencers as “unreachable.”
But they’re not!
With a few tricks, tips, and a little tenacity, you can break through the clutter.
Before We Begin – A Professional Presence
Getting traffic to your business (whether website or storefront) won’t do you much good if people aren’t impressed when they get there.
Before you even reach out to the media, be sure your digital footprint represents you accurately and professionally. #pr #marketing #smallbusiness Share on XNothing looks worse to an influencer (or his/her followers) than a lousy website, shaky cell phone videos, blurry pictures, etc.
So, the first step is to assess the current state of your presence both online and in person.
Today, your first impression to the world is almost always your website. Check out a site like Fiverr or Upwork and pay the little bit necessary to get your website updated.
Hire a photographer. Most will do a mini-session for an excellent price. Get some great shots of your store, products, and (most important) your team. Let the world see your professionalism shine through.
The key here is to make sure that once you do get all the media attention, you don’t waste it by sending prospects to a substandard website and being unable to do business with you.
Local Newspapers (or TV Stations!)
Legacy media still matters. A media strategy that focuses on social to the exclusion of traditional media fails to take advantage of every tool in the arsenal.
Depending on the size of your area, you can almost bet that newspapers and TV stations are looking for content. Since they are continually outputting content, they have a voracious need to input content.
Tip #1 – Ask & Then Make It Easy
It may seem obvious, but the best, most natural way to get an interview from the media is simply to ask.
Increase your chances of coverage by helping understaffed news outlets and beleaguered reporters: Do some of their work for them!
Offer video, photos, interview sources, and easy access to your own spokespeople. If you’re a local health clinic with a good medical story, have a patient who is articulate and eager to speak to the media. If you run PR for a startup, make sure your CEO (or another executive spokesperson) has had media training and is camera ready.
Tip #2 – Everyone Loves SWAG
If you offer a shippable product, you’re in luck. One of the easiest ways to get attention is with a bulky package.
If you have a bakery, send a box of doughnuts with a note just introducing yourself to the neighborhood.
Sending a journalist a sample of one of your products is a great way to introduce yourself, garner good will, and maybe even create a new customer. Just remember that some journalists (typically at traditional news outlets) may be restricted in the dollar value of products and gifts they are allowed to accept.
Tip #3 – Be a Good Neighbor
Being involved in the community is something we all want to do more of, so why not make it part of your business? This can be an excellent way of getting media attention on a slow news day such as a weekend or a holiday.
How many news stories have you seen of rescue pet adoption days or charity fun runs? If you’re going out and serving other people, you may find it easier than usual to grab the media’s attention.
Try doing a company-wide volunteer day. It’s a fantastic way to get noticed while making the world a better place at the same time.
Conclusion
Getting noticed by the media is a smart, cost-effective way to gain exposure for your small business. Just do it the right way.
- Make sure your business and your spokespeople are “camera ready.”
- Ask for an interview then make it easy for them to say yes.
- Provide a free sample.
- Be active in your community.
Good luck!