There
is nothing like a good positive news story to put a small
business on the map. Done right; it will attract media attention
and result in free media publicity. A good news story will have
more credibility than thousands of dollars worth of paid-for
advertising. But how do you get media
publicity and free
advbertising?
Press
Release and Media Publicity Tip #1
Start by writing a press release. Keep your
press release short and to the point. Don't ramble. Use short
sentences and paragraphs. Concentrate on the news angle you've
come up with.
Press
Release and Media Publicity Tip #2
Write a good attention-grabbing headline. The purpose of the
press release is not to tell your story. Its sole purpose is
to attract the attention of whichever journalist is assigned
the task of going through that day's pile of press releases.
You've got to make that journalist stop and read your press
release. You have to realize that the journalist is not just
sitting there waiting for your press release to arrive. The
journist is not interested in giving you free advertising opportunities.
The fact is that most press releases don't get read... especially
those that look like free advertising.
Press
Release and Media Publicity Tip #3
The headline and first paragraph of your press
release must not be boring. If it doesn't immediately scream
"I'm newsworthy!" ...then your press release will
get thrown in the bin without another glance. Journalists are
busy people and have deadlines to meet.
Press
Release and Media Publicity Tip #4
If your press release grabs a journalist's attention, he or
she will most likely pass it on to another journalist and tell
him or her to phone you. So you'd better be by your phone waiting
for the call. As I said, they are busy people. More news comes
up all the time and if you're not home they might not phone
again. Something else may crop up that appears more newsworthy.
Press
Release and Media Publicity Tip #5
Here's what I'd do. Send a great press release
telling them why they'd be crazy not to interview you. Tell
them when and where you'll be available for a photo and story.
NOT something alike "I'll expect you at 63 Brown Street
at 4pm Wednesday... please bring a photographer."
Press
Release and Media Publicity Tip #6
It would be better to say "America's biggest ever pizza
will be crane lifted onto a truck at 4pm Tuesday before being
delivered to feed poor families in South Dakota. Please phone
me urgently to arrange a time and place for an interview"
To feed poor families...? By a crane...on a truck? It's a newsworthy
gimmick. It's unusual, it's visual and it has "warm fuzzies"
attached to the story. It will make the journalist think "photo
opportunity...this is worth covering. I'd better phone now."
Press
Release and Media Publicity Tip #7
So, the first step to getting your press release
published is to put yourself in the shoes of the journalist
reading your press release. The journo is looking to read something
that will capture the attention and interest of his or her readers
(or listeners in the case of a radio station). He or she doesn't
want to read a free advertisement for your business. They certainly
won't be wanting to give your any free advertising. So your
press release must have news value.
The trick therefore, is to involve your small
business in the resulting media publicity, without giving
the appearance of it being the result of blatant free advertising.
The best-selling small business ebook "Sell
Your Business The Easy Way" is packed with helpful
ideas for increasing small business profits.
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