5 ways to get your business in the papers

Since becoming a parent, it’s amazed me how many people of my age (22, or thereabouts, obviously) have kids and morph into super-entrepreneurs.

Among my circle of friends in Lytham (which is a really small town) there’s an online retailer of fashionable shopping trolleys, a first aid tutor, a mobile IT support wizard, an osteopath and two women who run pre-school literacy classes.

I’m forever nagging my friends to do more PR and get their ventures covered by the media. After all, why buy your shopping trolley from John Lewis when you could buy it from Trolley Gorgeous?

So, here are my top tips for any small business to increase their chances of being covered in the press:

Track down editorial calendars: most magazines and newspapers publish a list of key topics they'll be covering over the coming months. You can get a copy of this from the Media Pack or About Us page on their website, or by telephoning the editorial assistant on the main switchboard number. If you think there's a topic you could comment on or provide information for, just email your details to the editorial assistant and ask them to be passed on to the writer.

Be the story: magazines and newspapers rely on what we call 'case histories' - real life stories that illustrate features on all sorts of topics, from personal finance to body image. Volunteer to be a case history, and you can expect a plug for your book, business or website in return. So keep an eye out for suitable opportunities in publications your customers are likely to be reading. Why not subscribe to Getting Ink Requests for opportunities in your inbox?

Do a survey: Journalists love surveys and web-based services make it easy for you to survey several hundred customers for very little cost. But a word of warning: nobody likes self-serving questionnaires that are designed just to big-up your company. Try and find something that's timely and newsworthy. A security company saying we need to be more secure isn't news. But a security company telling us the top 10 ways burglars break into homes - just after a big celeb gets burgled - just might be. Do your survey and write a press release about it (someone like Press Dispensary can help if you’ve never written one before).

Enter awards: I included this tip on the list as I got a press release a few days ago about the Business Mum of the Year - an award that two of my Lytham neighbours, Tracey and Lisa, have applied for! They're running a small start-up business and have scored big by applying for an award sponsored by a much bigger organisation, with a big PR budget to go along with it.

Write it yourself: Local newspapers and trade magazines are often looking for great copy with a zero price tag. If you've got some experience of writing, consider offering to write a practical advice piece for a local paper - or an opinion column for a magazine's regular slot. Just don't forget to study the paper closely and come up with an idea that will really fit before approaching the editor. 

Comments

[Naja]

I found this list to be extremely helpful as I prepare to get the word out about my own business endeavor, (www.najatea.com). Tracking down editorial calendars is on my Monday ToDo list!

Thanks for the info and you now have a loyal reader!

[Claudia]

Hi just want to say a big thanks to Sally, I have been feeling so useless at my job recently. although I did manage to get us into a National Newspaper, some members of my team made me feel like it was not good enough, as the visits to our site did not increase drastically over night, I was made to feel worse. I will try your tips and see how I go. Thanks again, wish me luck.

[cellulite blogger]

Wow! I just attended a workshop about getting your product to market and the speaker covered getting press for your product. This information couldn't be more timely for me. As a new parent myself I have been inspired to write books and am looking for this very type of info. Thanks. I definitely plan to be a regular on this blog. Really great information!

[Press Release Expert]

As PR I wish to contribute this one:

Events:Community events are often covered in the news, and if you may prepare some nice media kit, this is magnet for journalist.

Thumb up for the post.