Almost all small business owners advertise in some form, but fewer understand and or successfully exploit the many other avenues of drawing positive attention through the media. Developing relationships with members of the press and recognizing opportunities for so-called free publicity can help put your company’s name in front of more consumers without the cost of traditional advertising while offering some additional benefits expensive ads can’t.
Scott Dismuke, director of government relations for the Tennessee-based public strategy firm AkinsCrisp, says free publicity is a misnomer and prefers to call such tactics “earned media.”
“It’s a more accurate reflection of the concept,” Dismuke says. “Free press isn’t really free. It requires significant effort and follow up to generate some media coverage.”
But for the dedicated small businessperson, the payoff can be substantial.
“Unlike paid advertising, earned media often carries more weight in the minds of consumers because it’s coming through a credible third-party filter like a newspaper or television news program,” Dismuke says.
The first step to becoming PR-savvy, according to Dismuke, is getting to know the relevant media decision-makers in your market. Build a contact list, and include on it the editors of any local papers or trade journals and the reporters who handle most of the stories relevant to your product or service. Be aware of what your consumers are reading and watching, and pay special attention to those publications.
Once you’ve assembled a list, start building relationships with those persons on it. Your local chamber of commerce can be particularly valuable in providing introductions and sharing contacts, as chamber executives will often have preexisting relationships with members of the press. Sharon Hayes, business editor of the Kingsport Times-News, says that while she does not play favorites with chambers of commerce and other professional organizations, she often calls on their representatives when looking for sources. “If I’m doing a story on the real estate market, I’ll go to the Northeast Tennessee Association of Realtors instead of just calling a local realtor.” Sometimes, a simple phone call is all that’s needed to begin building a rapport with a journalist. Introduce yourself and your business, and let the reporter or editor know they can contact you as a source in the future.
The next step is learning to think like a reporter and understanding how media outlets operate. Learn to write a press release, and recognize the difference between hype and genuine news, which is what reporters and editors are looking for. “Think about what is of interest to the reader,” Dismuke says. “Reporters always have the reader in mind when they’re writing a story, so when you’re writing a press release keep them in mind, too. The better the press release, the less work a reporter is going to have to do to publish a story about your business,” and the better the chance of your business making the news.
Once you understand what those in the media are looking for, you can begin to recognize publicity opportunities that otherwise may not have been apparent. The opening of a new office, a big contract, an award, or a promotional event can all be newsworthy items, depending on the market. “If you have a new manager in your organization, you can always submit that to us as a business announcement with a picture of the person, introducing that person to the community,” Hayes says. “We get those kinds of announcements all the time from some businesses who will send us one every time they get a new hire, whereas businesses that don’t are missing out on getting their names in the paper and in front of the community.”
When looking for publicity opportunities, it’s important to maintain a mindset of community service and involvement, says Jamie Frakes, a director for the Tennessee Small Business Development Center at Dyersburg State Community College. A press release tied to a promotional event is going to get more attention “if the promotion is something tied to community good,” Frakes says. “Then you’re showing that the business has a social conscience and is involved in the community.” For the same reason, a public service announcement can be a particularly effective publicity tool. “In my years in business, I’ve found that the most profitable companies are not necessarily the ones that put
a lot of money into major ad campaigns, but those who are involved in their communities,” Frakes says.
Above all, be patient. Even if your press release or promotional event does not make the news, “chances are you’ve made a good impression on the community, and you’re continuing to build a professional relationship with that editor or reporter,” says Dismuke.
Given time, those relationships will result in positive publicity for your business without the costs of advertising. And that’s something worth writing about.
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