5 Steps to Free Publicity

Do you need publicity for your business but the funds to hire a public relations professional are non-existent? Don’t despair. There are several things you can do now to get your business mentioned in the press and increase brand awareness.

Step 1: Research Media Venues

Start by finding media venues that focus on your target audience. Ask customers what they like to read, watch and listen to on the radio. Search the Web or browse periodicals at your local library to discover more information.

Once you have a good understanding of the key media venues you’d like to pursue, find the reporters who cover your particular industry, or “beat,” at each. Try to obtain their contact information and review their previously-published articles.

Then, ask yourself some important questions. What topics do these reporters cover? What are their areas of expertise? Who have they interviewed in the past? Record the information in a database or file that is easily accessible; many media venues have high turnover rates so you’ll want to keep abreast of new reporters and update your notes accordingly.

Step 2: Develop Story Angles

After you have a list of prime media contacts, figure out why these reporters will want to talk about your business. Why will they care about what you have to say?

Create some interesting story angles by relating your products or services to current trends, news, case studies, and recent research. Once you have some good ideas, create an outline of all the key points you want to share with each media contact. Practice what you are going to say. You will want to communicate your thoughts clearly and with great enthusiasm.

Step 3: Make Contact

Now, you are ready to contact the appropriate media members with a pertinent announcement, press release or simple introduction. If you are sending a press release, make it as succinct as possible.

Review news from your competitors and other successful companies to get an idea of how your press release should look.

Remember, reporters receive hundreds of pitches each day so you need to convey your story idea quickly and truthfully. Also, have someone check your press release for errors, tone and newsworthiness prior to announcing it to the public. This will help you convey information that looks professional and generates interest.

At this point, you can also call or e-mail reporters directly. Introduce yourself and ask if they would like to receive appropriate news about your business. Just be sure to keep your conversation brief, and end the call if the reporter does not have time to speak with you. If you conduct constant follow-up or annoy the reporter, your efforts can easily backfire. And that media venue may not mention your business for a very long time!

Step 4: Get Involved

If you want potential customers and the press to know about your business, it is essential to get out and meet people. Attend club meetings, events and presentations in your local area. Tell people about your products and services. Volunteer to speak about your industry at various organizations.

Media members cover important community events so if you are a part of the activities, you significantly increase your chances of being mentioned in the press. Plus, you can build some valuable business and media relationships in this networking process.

Step 5: Be Persistent

Once you start promoting your business, don’t stop. It can take months to capture the attention of targeted media members. Plus, it’s important to remind the press about your business on a regular basis so they don’t forget about you.

Make it as easy as possible for media members to know the products and services your business provides and the expertise you have to offer. Also, give them your current contact information so they can get in touch with you at any time. Provide the news and resources they need to meet their deadlines. And don’t get discouraged. If you’ve done the work, and the time is right, you will get a call.

It is possible to get good publicity on a shoestring budget. Just spend the extra time necessary researching appropriate media venues, creating compelling pitches and participating in appropriate business and community events on a regular basis.