Make an Impact! Get your business into the Press!

It's easy to forget that the press and other media can work for your business without spending a lot of money on advertising. Building relationships with your local newspapers and indeed other local media such as radio and TV can pay real dividends over a period of time. By building a section into your marketing plan which specifically concentrates on PR exposure, you will be adding value to the mix.

How do I get my business into the press?
Start by finding out who the right contacts are. For your local newspaper it's useful to know the Editor and understand who to speak to for business features. If your product or service is more lifestyle based, make sure you find out who the features Editor is too. Then you need to put yourself in their shoes - what can you offer them? If you offer a service that is in any way unique, invite them to come and have a look - offer them a free session or free product. Often newspapers are looking for stories and this is one way to source them.

If that wouldn't be appropriate for your business, draft your own press release when you have something interesting to report. If you've made contact with a local reporter you'll probably find that they will be searching for good material too. Always include a (good quality) photograph. This makes your story far more likely to get published because it adds interest.

Long term you need to build these relationships. Effective PR is all about networking with the right people. Make a point of introducing yourself and your business when you have an opportunity (eg at an event). Then follow up when you can and even consider inviting your contact for a drink or lunch once you've established a rapport.

But don't stop there! Try exploring other opportunities with your local press, such as offering to run a competition which will help them to sell more copies where you can offer a prize and get your product or service some exposure Alternatively, could you write a regular column on a relevant topic? Once you've established a relationship, these are all real possibilities.

What other forms of PR are there?
Getting into the newspapers is just one way to guarantee exposure for your business. If you have news, consider contacting your local radio or TV news desks. You need quite significant news to get these on board, but it's worth finding the contacts for when that moment comes.

You can build your own PR by speaking at events or volunteering to write articles where the press, your peers and local networks will get to know you. It does not take long to build a reputation for being good at something as people will talk to each other. Word of mouth soon kicks in and then you have established contacts without even trying!

Sponsoring an event or series of events is another way to get your business noticed. If you have the opportunity to advertise your sponsorship at those events, your name will become recognisable.

Offering corporate hospitality to your clients and potential customers will also build relations. People buy people more often that not and socialising with your customers and target customers is a good way to establish and cement your links with them.

Whichever way you do it; public relations usually require more time than money, which has got to be worth building into your marketing plan to complement that cash flow.