How to get press coverage when your business is small

Press coverage gives your brand extra credibility and helps to promote your small business by reaching your target audience in large volumes. With most publications taking the online route, this is great for marketing your business globally, not just through the actual publications but also social media, giving your business even more visibility.

Most publications offer advertorials, giving you the opportunity to get paid coverage, but if your budget is limited and you are looking to get unpaid press coverage, here are a few tips:

1. Tell a good story

Everyone loves a good story. Case studies, recent events – things that the readers can relate to are a great way to generate interest. Look at quirky, innovative angles that are relevant to the potential readers as they are much more likely to be picked up than the self-promoting, “stating the obvious” articles.

2. Pitch your idea

If you don’t ask, you will never know. Be upfront, open and provide a few points on how the journalist and the publication would benefit from publishing your article.  Bear in mind that journalists will receive a large number of enquiries so it is only those that stand out that will be read and potentially considered to get coverage.

3. Focus on the reader

The more readers can relate to your story, the better. Look at real issues that your readers are likely to be facing and offer answers. It is not just about analysing situations, but looking at the “so what can you do about it”. Provide insightful and practical advice people can use in their day to day life and the chances are that journalists will be keen to get your story published.

4. Link to facts

Everyone can talk, but it is really credible data that people believe. If you can link your story to recent research – either done by you or a third party, the article will also have a news factor which will make it twice as popular. Research, however is time sensitive so be sure to use up to date data. Saying “recent research” when in fact the research was done years ago is not credible and will have the opposite effect.

5. See the bigger picture

When working in a certain industry, we naturally become fixated on that industry and we want to be seen in verticals other people in our industry would read. However, consider looking at broader business publications that reach a more varied readership and link your story to wider business issues. This will expand your reach and will demonstrate that you are able to see the bigger picture.

6. Make it easy to understand for all

As we are all so used to using industry jargon, we forget that people might not understand what we are talking about. Using clear language free of acronyms and jargon will make it easier for all to understand and will positively impact the probability of coverage.

7. Use editorial calendars

Some publications will have editorial calendars that they will publish online. Have a look and see if there are any topics relevant to you and if so, submit your articles. Editorial calendars are also a great way to find out what topics are currently trending and can help you to tailor your other articles too.

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