The Ultimate DIY Guide to Getting Great Press

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1 The Ultimate DIY Guide to Getting Great Press Cheryl Tan

2 How do you stand out in a crowded industry? For a small business owner, that s the million-dollar question. What can you do to raise your visibility and connect with more potential customers? How can you be the first person someone thinks of when searching for your product or service? And how can you do this on a budget? Some people go straight for the paid promotion possibilities. The options for your advertising dollar are endless: Facebook ads, radio spots, TV commercials, billboards. But what about getting some great PR, what s known as earned media? That s when a reporter features you in a news segment or interviews you for an article. You ve seen the stories. Maybe you re watching the news and there it is, your biggest competitor featured on a TV news report, or you open up the newspaper, and you see your neighbor interviewed for an article. Maybe you hop in the car, turn on the radio, and you hear another industry leader sharing thoughts in a live segment. That could be you in those spots. Really. You don t pay for that kind of attention. You earn it by attracting the attention of a journalist to your story, which is why it s called earned media. But entrepreneurs often are paralyzed by the unknown and fail to make the pitch to the media in the first place. They don t know where to start, they aren t sure which reporter to contact, they don t know what they would say to that reporter anyway. And so they do nothing. As a result, they miss out on opportunities, see the news, and wonder, How can I make that happen for myself?

3 This article is designed to give you the knowledge you need so you can stop wondering. You will learn what you should send in a media pitch and what you need to do to connect with a journalist who has the power to share your story with his/her audience. What are the possibilities of great press? First, think for a moment. What would great press do for your business? Could it put you on the map in terms of recognition for your products or services? Could it create buzz for your brand? How about a place where you can simply share how passionate you are about your industry? The possibilities are endless once you learn the skill of building relationships with reporters. Getting media attention isn t hard, as long as you know what to do. Let s get started. What s your story? Everything starts with your story. And you know your story better than anyone. Let me tell you one first. Meet Eric, a struggling business owner. He can t figure out how to get customers. He s like many new business owners who are struggling to find his niche. But he doesn t quite connect with his target audience before his money runs out and he is forced to close up shop.

4 That s the reality of too many business owners. Is this a news story in the making? Not unless a reporter is doing a story on failed ventures. This story ends here, sadly. Opportunities are everywhere The one thing you should realize about pitching the media is this: reporters are always looking for stories. They don t have a formula, though, for what makes up a great one. They simply know it when they hear it. Your fresh and original approach to pitching your idea can very well work in your favor. Compare that first story to this one. A successful businesswoman is passionate about giving back. She creates a foundation to support young women in their pursuit of their entrepreneurial dreams. She hosts a summer camp and brings together almost two dozen teenagers to give them a business boot camp experience like they have never seen before. There s quite a bit more to this story, isn t there? In this case, this story shares the journey of a female entrepreneur who wants to make change in her community. It brings community groups together - entrepreneurs as well as students who wish to pursue their dreams of becoming business owners. And, it inspires others.

5 As you re looking at your own journey, consider what parts of it might resonate with a reporter. Go one step further. How would your story resonate with that reporter s audience? And while you re thinking about what you would pitch, make sure you are concise in your statements. Reporters get a lot of and you want to cut down on the possibility of it getting deleted. Answer these questions. *What s your story? *Why would it be interesting to that reporter s audience? *Why is it interesting right now? The media pitch Now that you have a solid story idea, you may wonder what you should say in an or a press release. A press release can work as a way to broadcast a large event. It isn t necessary in every case, and quite honestly, many people don t send press releases correctly. But if done right, press releases still have the power to connect you with a journalist. For more tips on how to create that, you can download my free press release template here. But a simple works just as well. If you do your research, you should have no problem crafting a solid to a journalist. If you are in the healthcare industry, for example, focus on reaching out to a health reporter or someone who writes in the medical space. Those journalists are already looking for stories within the healthcare field. Help them out.

6 Once you target the right reporters, the s are much easier to put together. Take a look at these examples. Please know that the details have all been made up. Dear Joe Reporter, I enjoyed seeing your article in The Daily Gazette on the new businesses coming into the area in the fall. If you are looking for other businesses to feature, I wanted to pass along a story that may be of interest. Our company provides services for (name your clients). We have been in business for (state the number of years) and we value customer service greatly. In fact, while customer service isn t something typically associated with my industry, we have made it our mission to make customer satisfaction our number one priority. We d be happy to talk about how to create a customer-centric business with your readers/viewers/listeners. I can connect you with the president of our company and also introduce you to customers who see the value of customer service. What do you think? Thank you for your time. Dear Julie Reporter, My name is Susan Businessowner and I own an accounting firm in Virginia Beach.

7 I m noticing a trend in my business. More and more families in my neighborhood are turning to accounting services for their personal finances. It s creating a new market in our business that typically services other business owners. Families are seeing the positive impact in their home life, in terms of increased time with family. I m happy to talk about ways that families can use accounting services for their personal benefit as well as introduce you to families who have decided to budget accounting for their homes. If you are interested, I can put you in contact with the families. Thanks for your time and attention. Dear Susan Journalist, 9 out of 10 children say they prefer recess to any other time in their day. We re all sending our kids back to school next week and I know your audience is focused on the change coming to their daily routines. But education is also on their minds. My company focuses on making learning more like recess. It focuses on making learning more fun. But education is a huge part of this equation. How? By incorporating learning into the time allotted for recess. If you re interested, I m happy to talk with you about the state-tested and parent-approved system. I can also introduce you to parents who are happy to talk about the results.

8 Please let me know your thoughts on this. Thanks for your time. What do these story pitches have in common? Other than being completely made up? They focus on adding value to the reporter s audience. And they also make sure the reporter knows there are other people you can connect them with to round out the story. Consider that before you hit send on your next media pitch. What does Google say about you? The story may be the most important thing in this equation, but keep in mind, once reporters read your , they will go on a full-on fact-finding mission. Their goal: to see whether you are who you say you are. If they re at all interested in the story you have pitched, they might ask around the newsroom to see if your name is a reputable one in your industry, they may do a Google search to see what happens when your name is typed in, they will check you out on social media, and they ll be looking for a website that explains what you do and how you serve your customers. So do some work ahead of time. Do the work before you send out the media pitch. Make sure your online assets are easy to find. Go to Google yourself and see what comes up for your name. Is it you? If a Google search leads straight to your website, that s great! Does the website convey clear information about what you do and who you serve, backing up what you pitched to the reporter? How about testimonials that illustrate you are who you say you are, and that you are who you claim to be?

9 If nothing currently comes up, consider setting up a free LinkedIn account and fill in the details for the profile very carefully. Include keywords that describe your industry. The LinkedIn profile will allow you to come up in search results. The importance of building relationships In business, your network is truly your net worth. Deals take place all the time on the basis of the relationships you have created. People do business with people they know, like, and trust. And reporters do the same thing. They return to sources over and over again, people who have proven they have good stories to share, or that they know people who can give them what they need. We discussed the importance of your story, and that doesn t change. Pitch a great story and you can write it on a napkin and it won t matter. Pitch a mediocre one and the reporter you have created a relationship with may help you massage the story into a better one - one that may have legs. That reporter can become a champion for your story and through the magic of words, can transform your idea into something that can become a truly great story. How do you create those authentic relationship? By looking for ways to reach out that shows you respect his/her work and can see a connection between that work and the story you re sharing. There are many ways you can do this, through live meetings, social media, or outreach.

10 Think like a journalist Reporters are always looking for stories. You can do the same. When reporters are searching for new stories, sometimes they ll post a request on social media. Feel free to respond when you see those requests. On the media outlet s website, you ll see staff biographies. You ll also see there will be a spot to them story ideas. Feel free to do that as well. If you meet them in person, chances are good they will be inquisitive, asking you about your story. Be prepared for those opportunities. They do pay off in the end. How do you know? You ll know when the reporters start contacting YOU for story ideas. Want support in your journey from unknown to media darling? Join a supportive community of entrepreneurs who are learning how to get media attention for their businesses on their own. Get information on the PR Pro Community here. Everyone s story can change. Remember Eric, the failed business owner I mentioned in the beginning of this article? If he picks himself back up, tries again, and goes back into business with lessons learned and a better way to run his company, that becomes a good story. His comeback into business is a story of inspiration for another day.

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