As entrepreneurs, marketing and advertising spend is limited. Therefore, free media coverage to new customers is valuable. Media coverage is a great way to raise awareness of your business. It is far more credible and interesting than an advertisement that a company produced and is paying for. How can you get the media to take an interest in your business?
Identify a Type of Coverage
The following are a few examples of types of coverage that are available:
Publicity of People
Stories about people. A portrait entails an in-depth interview of the entrepreneur and their business. Another example could be to highlight a business anniversary and 10 years of serving your community.
Publicity of Opinions
Stories focused on one’s opinion. Do you have an opinion on a topic where your expertise is relevant?
Publicity of Events
Stories on events, conferences, or changes. Are you hosting an upcoming seminar, charity event, or conference that is newsworthy? Are you starting a new business, moving to a new location, or opening a new store?
Publicity of Product News
Stories highlighting a product. Do you have a new invention or innovation to showcase? Are you releasing a new and updated version of your product?
Publicity of New Customers
Stories focused on customers. Did you land a large customer that will capture your industry’s attention? Did you partner with another company? Are you entering into a new market?
Determine How It Makes a Good Story
Reports and editors evaluate and select stories based on certain criteria. Good stories have a great headline. Good stories often are sensational, significant, or topical. It is something the reader or viewer can identify with or is controversial.
Examples of newsworthy criteria:
- Sensational news stimulates enthusiasm or excitement such as controversial products, revolutionary projects, etc.
- Topical news focusing on the here and now such as an event happening today.
- Significant news is relevant to the community such as a new grocery store. The more people impacted by the story the better it is.
- Identification is achieved if the reader or view identifies with the story.
- Conflict that creates an element of drama and captures interest.
The more your story fits these criteria, the more likely you are to attract media attention.
Types of Media
There are varies opportunities for media including print, online, and broadcast.
Print media includes newspapers, magazines, trade journals, etc.
Broadcast
Broadcast media refers to TV and radio at a local, regional, and national level.
Online
Online media includes podcasts, blogs, and social media.
It is important to consider which type of media best fits your story.
Connecting with a Journalist
Journalists have limited time to identify and publish their stories. To increase odds, identify a journalist who focuses on stories in your industry and then initiate contact. Try to present your story as packaged and ready to go. For example, sending a press release and photos will make their job easier and increase the odds of getting published.
Getting Started with GrowthWheel
If you need help preparing, the first step is connecting with a GrowthWheel Advisor. Mark Johnson, the Executive Director of the Technology Innovation Center, is a Certified GrowthWheel® Business Advisor.
Once you have connected with an advisor, he/she will send you a 360 screening. After completing the screening, your GrowthWheel Advisor will recommend decision sheets to help guide decision making and create a 30-60-90 action plan that outlines the decisions and timeline.
Send us a message today to get started!
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