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Of the small business owners using PR or public relations whenever possible it can drive a flood of traffic and revenue to their business. According to Al Lautenslager, award winning marketing and PR consultant, "PR is the number 1 guerilla marketing tactic for small businesses."
Rule # 1) start with the local media! Your local press is always looking for good stories. Many of the local media companies are owned by national media companies. If the story has national interest it has the possibility of getting picked up by the national press. Your local media outlets are much more open to hearing your pitch than CNN or Oprah.
Rule #2) Figure out the best media to use and it can be the local newspaper, the local radio or TV stations and the Internet. Each has their advantages and disadvantages. Typically if the New York Times publishes an article on the front page and the TV stations tend to follow their lead. Some stories are better suited for Newspapers than are TV when they first break. It depends on the visual nature of the story. At My Success Gateway, LLC we have been covered in all 4 big media: Newspapers, TV, Radio and Internet.
Rule # 3) Know who to talk to in the media companies. In newsprint it is always best to speak directly with the reporter who has ownership of their area subject. For example if your story is about business call the business editor, if it is about local happenings call the local reporter. In TV you will ask for the "assingment desk" or the "assignment editor" or the show producer to pitch your story to.
Rule # 4) Make your story current with the other news, and give it a hook! For example let's say you run a massage business and every year near your town there is a big marathon. Set up a massage station near the finish line to treat the runners. Give them free massages. Explain to them that a deep massage is good for you after an event like this. Next get on the phone to the local news teams and let them know that you are a massage professional and are "taking care of the runners" post race.
Rule # 5) You have to make the story promotable for the news outlet. How many times do you see the nightly news say, "stick around for the next story of the Hollywood celebrity X who is dating X, you won't believe it!" make sure that you tell this to the assignment desk, they will know that you are assisting them in doing their thinking for them and making their job easier.
Rule # 6) There has to be a payoff for the viewers! Many viewers will know that there is a marathon event in their town and might know the runners themselves or be a runner. The payoff for the athletes is that they will know how to deal with their back pain. The TV station will love providing use tips to the community, this is how they become the close friend to the viewers, they are viewed as a trusted friend helping the needs of the viewers.
Rule # 7) Ask to make the pitch! When talking to the media, the producers, the reporters and the assignment editors are very busy people and you have to get straight to the point, you will have 30 seconds to grab their attention, maybe less. What has worked for me is to be clear and succinct - to the point of what it is that I want to get covered in a story.
In conclusion, press is the best form of free advertising. Knowing how to talk to the news media, knowing what they are looking for is all you have to know. THe rest is up to you to make the contacts.
About the Author:
If you want to brand your company and get on the local TV news learn from a PR Trainer how to be a master at media with Home Study Course on PR or listen to the Free Interview Get your own completely unique content version of this article. Link directory online.
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