Public Relations for Small Business
How PR Can Help Your Small Business
In this episode, we talk about the Three Cs of Public Relations and then, for our interview, we talk with an award-winning producer about how small business owners can get on TV.
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Click below to listen to Episode 13.
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Getting Earned Media
The secret to getting earned media is what we call the Three Cs of PR – Content, Creativity and Contacts.
CONTENT
You've got to have something to say. What's your story? Is it newsworthy? Can you make it newsworthy?
In this case, you need to think like a reporter/editor/producer.
CREATIVITY
What is best way to tell – or better yet, show - this story? What is your hook or angle?
In this case, think like your target audience. What will they like to read, watch or listen to?
SOME IDEAS FOR PITCHES
Below are a few examples of using content and creativity to get earned media. Our marketing firm blog has more ideas. Click here.
Look at the WHY, not just the what.
Company going green? Why? Is the CEO an avid hiker who loves nature and wants his/her company to be environmentally aware? Tell that story.Consider the REAL impact of your news.
Adding Saturday hours to your eye clinic? Focus on how this will help busy families. Find a patient willing to talk about the benefit to them.Demonstrate the value.
Launching a new product? News shows hate "talking heads" but they LOVE the idea of giving their viewers something interesting to watch. Don’t just tell your news. Show your news.Personalize your announcement.
Celebrating 25 years in business? Find someone who has been with the company since day one and profile them.Think visually.
Is your company supporting a cause? Invite the media to come out and see your employees hard at work building a house for Habitat or dropping off canned goods at a food bank. Put them in branded t-shirts.
CONTACTS
This is about building relationships with your local media to ensure that your story gets told.
Which reporters are covering your industry?
“The best way to build a strong relationship with a media contact is to provide them with stories their audience wants. It helps them see you as a trust-worthy source.”
Getting on TV
We spoke with Emmy-Award Winning producer, Lindsey Bryant about ways to get your small business on TV.
QUESTION: What do you look for as a producer when booking guests to go on the air?
ANSWER: I’m always looking for something that makes the viewer want to tune in. For example, if you’re having a shopping event, bring in some items that you have available for sale.
When you do book that interview, check out our blog on how to prepare for the media.
