If you’re a small business owner today, you typically don’t have a media relations team at the ready whenever you score a new client or take a leap forward in your business.
Most small business owners don’t see their “small” accomplishments as particularly newsworthy. But what they don’t know is that in today’s economy, what’s “news” isn’t relegated to what you find in the local Sunday paper.
Every blog, online magazine and YouTube channel constitutes a media outlet these days, and each is capable of generating good press for your business and directing traffic your way.
Missing an opportunity to connect with the appropriate outlets when your business reaches new heights is missing an opportunity to get free publicity and promote your brand across a broad spectrum.
Conducting a PR campaign doesn’t have to be as daunting as one might think. If you have a niche business, chances are there are niche outlets out there that target your audience. They should be on your radar when you are ready to make some noise about your brand.
Do some research and find out the relevant blogs that focus on your area of business and compile a go-to list of contacts to reach out to when you are ready. And don’t discount the major players either. Print and digital business magazines, General major newspapers, radio and television outlets should always be on your media list. You never know when an editor will want to do a local business piece or a small business story. Journalists who recognize your brand from the occasional release you send their way may take a good hard look at including your business when it fits their editorial needs.
Once you have your press list, prep a boilerplate release you can have at the ready, one that talks about just how your business got started, how far you’ve come and where you’re headed.
In the opening paragraphs, however, relate that latest accomplishment or achievement and add your website and contact details so that any journalist or blogger can reach out for further questions or comment. Then blast that baby out there.
You would be surprised at the kind of visibility a well planned media campaign gives you. In addition to mentions and possible coverage of your business online, you get valuable inbound links, the Holy Grail of SEO marketing.
These usually draw traffic to your site and gain massive points for your brand as far as search engines are concerned.
Don’t underestimate the real power of PR. Many a small business superstar has catapulted themselves to the top of the food chain using it.
If you would like to talk with a Proctor Digital consultant about how a media campaign can help your business visibility, call us at 773.664.5819. We love helping small business owners shine a light on their brand!