Publicity and press coverage is what every business wants and everyone would like to reach out to the people through leading publications. And, this is not difficult or impossible as one may think. You can use the services of an experienced publicity agent or a PR firm with well established media contacts or you can do it all by yourself. All you have to do to promote your small business in the press, is to follow some rules and take practical steps to achieve the media coverage you desire.
Have clear aims and goals
You should be able to define what you want to do, and the level you want to reach in your busines, who would be your target audience that would be most suitable for you, and what you would want them to remember about you. The core of the message that you give to the media should be able to penetrate right through to its target audience. Instead of a single message published only once, the aim of communicating the core message on a long-term basis should be the ideal goal. You should clearly identify the best prospects and the target audience, and the media message should be used repeatedly to enable it to be properly impact the audience.
A plan of action is essential
It is necessary to have a plan of action in written form so that you can keep a check on the progress of your plan. The plan can be a simple one – a brief outline of the set goals, the theme of the media relation campaign, the methods and tactics you would like to use, the schedule of the activities you would be undertaking, and the estimated budget. According to the nature of your business, you may plan to send press kits with photographs of completed projects, products or ongoing services, to editors of select magazines and producers of TV shows, and then follow up by phone, to appear at least four times per year.
Provide key information inputs
Media relations that are effective cannot be built overnight. Media relation programs need support and some working upon. To build a relation with the press, you could utilize your website to have a section devoted only to the needs of the press. Information about your company to be conveyed to the press may be posted here. This can include details about your company, its personnel, its products or services -and be sure you have a contact page. Your employees should be kept abreast of the latest media relation strategies being adopted by your company. You could also designate one of your staff members to act as a
spokesperson who would speak directly with the press.
Make yourself easily accessible for coverage
Among the key elements of successful media relation program is providing the right content to suit the needs of the particular media channel or outlet. It would be better if you choose the target media and then tailor your press release to suit the specific media vehicle. Print journalists, radio and TV news directors, are very busy people and hardly have any time on their hands. The news that they use are generally from press releases about events, happenings, and other information supplied to them by the businesses themselves or their PR agencies. In order to win better coverage, you can supply product photographs to magazines, by e-mailing links to an online demo to get high-tech reviews, or showcase yourself as an expert in your field.
Building one to one relationships with the media
Sometimes a press release needs to be “stormed” to thousands of media outlets. However in the case of small entrepreneurs, the successof media-relations can be achieved though a one-on-one interaction — becoming familiar with the needs of the key media, providing the right materials and then following up by phone or e-mail. Good media relation is always good news for any business.
The article speaks and focuses on the importance of publicity and press coverage for every business. All the business owners would like to reach out to the people through leading publications. And, this is not difficult or impossible as one may think. You can use the services of an experienced publicity agent or a PR firm with well established media contacts or you can do it all by yourself. All you have to do to promote your small business in the press, is to follow some rules and take practical steps to achieve the media coverage you desire.