How Do Small Businesses Get Earned Media?
Even though I have worked with countless small businesses to get them earned media, I’ve interacted with even more small businesses that don’t believe they are legit enough to get their brand or products in the media.
So let me just repeat this again:
Your small business totally deserves media attention!
PR and earned media are possible for any sized business. And frankly, there is a huge trend from the major media outlets that favor the boutiques, startups, locally owned, and hand-crafted small business types.
I think the major difference between the small businesses that get earned media and those that don’t is simply how much they know about how to get earned media.
So this week, I want to go over just a few things that set the small businesses getting media attention apart from the rest.
Here are five things small businesses getting earned media are getting right.
1. They tell a great story
To get an earned media placement, you need to have a story worth telling. The media isn’t going to advertise for you for free, so there needs to be more to your pitch.
This could be your origin story
It could be a story about the problem your business solves
The story could be about your relevant perspective on current events
Maybe a customer has a unique human-interest story related to your business
Or maybe the story is simply about how a product fits into the season
Creativity is encouraged! If you can tell a great story about your brand, the media can too.
2. They start with local media
It’s harder to get attention from the largest and most prominent national publications, but those are not the only options.
I recommend most of my clients start PR by targeting their local media.
Local media has a lot less demand, so it’s easier to get their attention. They typically are more inclined to cover and support local businesses. And your local community is often going to be your biggest fan base.
Once your business earns local media placements, larger publications are more likely to notice. Starting with local media is a great way to build credibility with the public and work your way to larger audiences.
3. They reach out to the right media contacts
This one is so simple. Pitch the right people.
You can find the right writers and editors by looking for other articles that are about your industry or even competitors. If a journalist has written about your competitor, chances are they are going to write about your industry again so throw your hat in the ring!
4. They’re prepared with what the media wants
It is so common for a reporter to take an interest in your business and also be working on a tight deadline. They might want to schedule an interview or need more information from you, but if you can’t make their deadline, you won’t make the article.
In other words, jump when the media says jump.
One of the little things that can make a huge difference is having the right kind of photos ready for the publication. They’ll probably want to include an image, so have professional images, especially on a white background, handy for when they ask.
5. They make the most of every opportunity
You never know when a freelance writer for a small publication today, will be freelancing for a big publication tomorrow.
Taking every PR opportunity seriously, following through, building relationships with different writers, editors, and publications, all of these things will pay off in the long run.
Once you are in the media, make sure you’re leveraging that to the max. Share it on social media, talk about it in your newsletter, and add it to your website.
And most important of all, mention where you’ve been featured the next time you reach out to the media. This is how small businesses can grow their credibility with larger publications. It shows them that you’re worth talking about.