There’s hardly a better way to raise awareness and expand business than getting your work featured in news media. As you’re making waves in your field, it only makes sense to want to share what you’ve accomplished with the world. So how do you go about garnering press attention? Check out our top five tips for getting your business in the news.
1. Build and Maintain Networks
As you already know, networking is one of the most powerful tools you can use to bring notice to the products or services you offer. With most businesses now active on social media platforms, you already have a great foundation. Use the likes of Facebook and Twitter to connect with local or – if you’re dreaming big – national reporters. Share their stories that are relevant to your field, send them tips for new leads, and generally foster the relationships. Journalists are people, too, and tend to like to support those who help support them.
2. Be Active in Your Community
Social or digital networking is one way to connect, but don’t forget about your roots! Becoming an eager and productive presence in your community is a sure-fire way to grab notice. Donate to a charity you believe in, or close up shop for one promotional day so that you and your staff may participate in a community service function. Use your authority to call others to action! Not only will you be doing truly good work for the neighborhood, you’ll also shine a warmhearted light on your business, building trust worthy of media consideration.
3. Focus on Human Interest
Since there is always plenty of doom and gloom in the headlines, news outlets are often looking for stories with positive substance. If something unique and interesting is happening with your employees or with a particular project, tell your local news sources about it. Inspirational, funny, or sweet anecdotal situations make for great relatable pieces and can lend a more accessible “human” element to your business.
4. Stay Up-to-Date
The faster you react to popular discussions, breakthrough concepts, or new trends in your field, the better. Track hashtags that are pertinent to what you do, integrate current topical content to your website or blog, and plan big events or releases around holidays or other important dates. The more active you are in your work, the more you establish yourself as a contemporary authority, which means news sources may be coming to you for interviews or stories.
5. Conduct a Survey
Creating an air of expertise around your business can be easily done with regular dedication and maintenance. However, if there’s one thing news sources love it’s when credible companies can offer new data to the public. So whatever your niche is, get out there and conduct a survey! As long as your focus can bring up subjective and controversial topics or bring entirely new evidence or testimony to the table, interest will be generated. Pitch to news outlets with the reminder that they won’t find that information anywhere else to better emphasize your unique significance in the field.
Good press coverage can bring widespread consideration to what you do and how you do it. The news reaches so many eager eyes and ears, there’s no reason not to push yourself a little further for some quality news attention. However, if these tips are above and beyond what you can do yourself, or if you’ve tried more traditional routes before, perhaps we can help! Assisting you in spreading your message is just one of the many services we offer, so contact us to find out how we can help you!
Rhiannon Hendrickson is the founder and CEO of Orapin Marketing + Public Relations, which helps purpose-driven businesses increase awareness and attract clients and partners. She has worked with organizations of all sizes across myriad sectors to develop memorable and effective communications programs that generate awareness, engagement, and, ultimately, support for those that are making a meaningful impact.