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Generating Media Coverage for Your Small Business

March 23, 2011

Ever read your favorite trade journal or newspaper over breakfast and see your competitor’s name staring back at you in one of the articles? Why is it that some businesses get press and others don’t? One of the best ways to attract new business is to be seen as an expert in your field of expertise. But how do you go about getting quoted in articles and gaining media coverage for your firm?

You may have a great story to tell, but have you considered your approach to the media? Just like building your customer base, success with the media requires building relationships, too. Smart companies know what the media need, just as they do with their customers. Patrick Garmoe of Copyblogger has posted 109 Ways to Make Your Business Irresistible to Media. Advice starts with building relationships months in advance of pitching story ideas. Get to know what types of stories reporters usually cover and find out how you can help make their jobs easier by providing them with useful information. Consider your pitch so that it focuses on what their readers will find most interesting. This is not the time to sell your business, but to sell a newsworthy idea. Garmoe gives plenty of examples for interesting pitch ideas. Timing is crucial, so plan your media well in advance and know the media’s deadlines. When you do get coverage, be sure to post a link to the article and any videos on your website. And be gracious — send a thank-you note after the interview. It’s a wise list of tips, and a good place to start when planning your media strategy.

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