Generating media coverage can be key to successfully growing a small business. Whether you’re a boutique PR agency or a little café, all small businesses should know how to get their name out there. With so many businesses vying for the attention of customers and media outlets, it can be difficult to stand out. However, with the right strategy, small businesses can successfully generate media coverage and raise their profile. Here are our top tips to help you get started…
Identify your target audience and media
The first step in generating media coverage is to consider your target audience and the media outlets that reach them. This means really understanding who your customers are and what media they consume. For instance, if you’re a new bar in Manchester, you might want to reach out to publications like Manchester Evening News and Manchester’s Finest. Consider factors such as age, income, location, and interests. Once you have a clear picture of your target audience, research the media outlets that reach them, including local newspapers, trade publications, and online media. Make a list of these outlets and start building relationships with the journalists and editors who work there.
Develop a compelling story
When it comes to advertising, people are generally more interested than hearing stories than being sold to. Just look at the success of the John Lewis Christmas ads for proof. Whatever the size of your business, to generate media coverage, you should consider what your brand story is. The more compelling the better, as this will interest your target audience and the journalists. This could be a unique aspect of your business, such as a new product or service, or a personal story about the business owner or employees. The key is to find a story that sets your business apart from others and makes it newsworthy. What is your USP? What makes you unique?
Create a press release
A press release is sent to media outlets to promote a new product, service, or event. To create a press release, you need to write a clear, concise, and compelling story that explains why your business is newsworthy. Be sure to include all relevant information, such as the date and time of the event, a quote from the business owner, and contact information. Make sure the press release is well-written and free of errors, as this will reflect poorly on your business. A good PR agency can help you with this.
Build relationships with journalists
Building relationships with journalists and editors is essential to generating media coverage. Reach out to the journalists who cover your industry and introduce yourself and your business. Offer to provide them with information and resources that can help them with their work. Over time, these relationships can lead to opportunities for media coverage.
Attend events and networking opportunities
Attending events and networking opportunities is a great way to meet journalists and build relationships. Consider attending trade shows, conferences, and other events related to your industry. This will give you the opportunity to network with other businesses, as well as journalists who are covering the event. You can also take advantage of online networking opportunities, such as LinkedIn and Twitter, to connect with journalists and build relationships.
Utilise social media
Social media is a powerful tool for small businesses looking to generate media coverage. Use social media to share news and updates about your business, as well as to engage with your target audience. Consider using platforms such as Twitter, Facebook, and Instagram to share images and videos that showcase your products and services. You can also use social media to build relationships with journalists by following them, commenting on their posts, and sharing their content. A social media marketing agency can help with this.
Offer expert commentary
Journalists are always looking for experts to provide commentary on a wide range of topics. If you have expertise in your industry, consider offering your services as an expert commentator. This could involve writing articles or blog posts, providing quotes for media outlets, or appearing on television or radio programs. By positioning yourself as an expert, you can increase your visibility and generate media coverage for your business. A PR agency can get you in contact with the relevant people, for opportunities like this.
Collaborate with other businesses
Collaborating with other businesses is another effective way to generate media coverage. Consider partnering with a complementary business to offer a special service or product. For example, if you’re a small events agency, you could partner with a small florist to promote both of your businesses. Alternatively, if you’re a restaurant you could partner with a drinks brand to hand out samples.
We’re a PR & Marketing Agency in Manchester. Want to find out more about how to generate media coverage for your small business? Get in touch to see how we can help to get you in front of the right people.