For any local business, getting media coverage is a great way to generate publicity and attract new customers. However, it can be challenging to grab the attention of journalists and editors in today’s fast-paced media landscape. Today, we will discuss three effective ways local businesses can get media coverage and increase their visibility.
Build Relationships with Local Journalists
Building relationships with local journalists is an effective way to get media coverage for your business. Establishing a personal connection with a journalist or editor can increase your chances of being featured in their publication or website.
One way to get started with connecting with a journalist is to research local media outlets and identify reporters who cover your industry or niche. Once you have identified these reporters, reach out to them and introduce yourself. You can start by sending a brief email introducing yourself and your business and expressing your interest in being a source for future stories.
It’s important to remember that journalists receive many emails, so make sure to keep your message concise and to the point. In addition to email, you can also reach out to journalists through social media using Twitter or LinkedIn.
Another effective way to build relationships with local journalists is to attend networking events and industry conferences. These events are an excellent opportunity to meet journalists face-to-face and establish a personal connection. Bring business cards and relevant marketing materials to share with journalists when attending these events. Provide information on your brand’s product or service that will likely appeal to the audience the journalist writes for.
Create Compelling Press Releases
Press releases are an excellent tool for local businesses to generate media coverage. A well-crafted press release can grab the attention of journalists and editors and generate interest in your business.
When creating a press release, it’s essential to focus on the newsworthy aspect of your story. Consider what makes your business unique and newsworthy, and emphasize those elements in your press release. For example, if your company is launching a new product or service, focus on the benefits that this product or service will provide to customers.
Include quotes from relevant sources in your press release. Using quotes from the CEO of your company, satisfied customers, or industry experts is a common practice. These quotes add credibility to your press release and make it more compelling to journalists. Focus on highlighting the product or service and demonstrate how your brand stands out.
Once you have written your press release, distribute it to local media outlets. You can do this by using a press release distribution service or by sending your press release directly to journalists and editors. When sending your press release, you’ll want to personalize your message and explain why your story would interest their readers.
Leverage Social Media
Social media is a powerful tool that local businesses can use to generate media coverage. By leveraging social media, you can reach a broader audience and increase your chances of being noticed by journalists and editors.
One way to use social media to generate media coverage is to share your press releases and other news updates on your social media channels. Sharing the press release can generate interest in your business and increase the visibility of your story. Use relevant hashtags and tag relevant journalists and media outlets in your posts to expand your reach. If you tag a journalist, be sure to exercise the proper etiquette, so you don’t get your account banned for spamming.
Another way to use social media to generate coverage is to engage directly with journalists and editors. A few ideas for engaging with journalists involve commenting on their posts, sharing their articles, or responding to their tweets. By engaging with journalists on social media, you can establish a relationship with them and increase your chances of being noticed.
It’s essential to remember that social media is a two-way street. Make sure to engage with your followers and respond to any comments or questions they may have. By building a community on social media, you can increase your visibility and generate interest in your business.
Other Tips: Besides the strategies discussed in this article, local businesses can get media coverage in other effective ways. For example, businesses can participate in community events, sponsor local organizations or sports teams, and offer expert commentary on relevant industry topics.
Getting media coverage for your local business is an excellent way to generate publicity and attract new customers. By building relationships with local journalists, creating compelling press releases, and leveraging social media, you can increase your chances of getting noticed by journalists and editors and getting your story covered.
It’s important to remember that getting media coverage is not a one-time event. No matter which approach you decide to take, persistence and patience are essential. Getting media coverage takes time and effort, but the rewards can be significant.
Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you want to work together, don’t hesitate to reach out!