Press Coverage on a Budget

Here are some tips every entrepreneur and small business owner can use, to gain local media coverage, for their business. Make a habit of sending out detailed fact filled press releases that provide lots of relevant information about your business and its products to every media outlet in your region.

The fact that you are releasing a new product line is not merely enough to warrant space on their day planner, but if your release identifies one or more unique benefits or features of your product, then they may give you some face time.After all, reporters are always looking for friendly, enthusiastic people in their local area, with a story to tell. If your story is interesting, when people hear your story, they will want to know more about you and your business.

If you always share useful and important information, the local media may be willing to use your information and mention the name of your business, giving you free publicity.

Having a contact list of local media sources in your area is by far the most important starting point. This list should include the E-mail addresses of the editors of the major newspapers and other local media as well as small weeklies, entertainment papers and magazines that are published regularly.

Any time you take a trip to the grocers and retailers in your community look for these types of publications that are usually found in racks by the door. Build and keep this list updated because it will become a valuable tool for your present and future marketing campaigns.

To the media any release can be relevant if it tells the public an interesting story, in which, your business or product just happens to play a role. Maybe your product is in demand because of a new city ordinance or its the same product used by the astronauts that is being introduced for private use for the first time. You can find a hook or an angle that other businesses have not taken advantage of with any item.

Subways use of Jared and the facts that he was able to lose weight by eating their subs is a great example of finding a new angle for a product. If you cant find a hook then develop one, this provides customers with an incentive to spend their money with you instead of your competitors.

Another good way to get the medias attention is to by sponsoring a charitable event.

Find some way to get connected with the community, but it must be something from your heart, explained Michele Miller, partner at Wizard of Ads, an AZ, marketing firm, in a recent article.

It shouldnt be hard to find a worthy organization, doing a thankless job, that you can donate all or part of the sales proceeds, for a day, week, or a specified amount to help them with their budget.

The charitable component of the story will bring in media attention and create consumer awareness about your product or service. One added bonus is, the great feeling youll get, knowing that you made a difference in someones life.

Always implement a targeted public relations program, that include on-line press release distribution and viral marketing, directed to your ideal customer. Take the time to acquaint yourself with using on-line tools that can assist to get your business noticed. Be sure that any on-line releases that use web-based PR tools have been optimized to be search engine friendly in addition tailor your message to resonate with your target audience. One added benefits is that on-line releases are indexed by the search engines, for six months.

People looking for related information will have access to releases in their natural search results too. This gives them a definite edge over the traditional method. Indexed releases may become fresh news or a hot topic of discussion on a slow news day, when they hang around that long.

Nothing takes the place of having a strong marketing plan that includes effective advertising, interacting with other elements in the marketing mix, to pave the way for your product or service.

E J Jolivet is a freelance writer working, living, and writing in Houston, TX.

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