Promoting Your Small Business in the Press – Make Some News

If you run a business that relies on building your customer base, you’ve probably advertised or at least explored using advertising in some way. But many small businesses never consider using media relations tactics to increase their visibility and attract new clients.

Using the media can be a very effective approach, cost-wise and results-wise if you do it right. A big part of doing it right is coming up with an idea that appeals to the press. But for a media/PR idea to get picked up by news outlets, the idea must be newsworthy.

What makes an idea newsworthy?

If you are or eBay, or any other market leader, you’re newsworthy by virtue of who you are – a brand. What you do and say will be covered by the press. If, like the majority of us, you and your product are not recognized brands in the marketplace, you’ll need to do some creative work. More details please visit:-

Advertisers make positive assertions about the products they promote, most often with a healthy dose of razzle dazzle to go along with it. They tell you their brand is the best – better than the rest – and back it up with the benefits you’ll receive by using it. By itself, that’s not news and won’t get the attention of the press.

One element that does attract the news media is emotion. If you can express your intended message and in the same effort get your reader to feel something – whether you make them laugh, cry, get them energized, scare them or show them a target at which to vent their anger – you might be on to something.

In contrast to advertising, which more often than not starts by focusing on the advantage of the product or service being advertised by making bold claims, a newsworthy PR idea usually starts by addressing the needs or interests of the audience.

This is a subtle but important distinction. Where an ad for a restaurant that wants to be or is known for its spicy food might have a headline that says “Hottest Chili This Side of the Rio Grande” it’s not news. But a promotional contest by that restaurant to see who can eat the hottest pepper could be. One man and one woman could crowned the “Heat King and Queen.” Not the most original, but you get the idea.

Not only does the hottest chili pepper contest have human interest appeal, it also has another important PR/news element — it’s demonstrative. It contains the seed (no pun intended) of the message the restaurant wants to promote without just saying “our chili is the hottest.”

Other elements of news are that it’s topical and timely. Why not come up with a themed event or giveaway around election day, the World Series or Veteran’s Day? Get creative and see what happens. You might be pleasantly surprised.

With a few weeks advance, a clever idea and a well-written press release, you could get your business noticed by a whole new crop of customers.

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