How to Make Your Business the Center of Attention With Powerful Publicity Paid For by the Media

29Oct/10Off

How to Make Your Business the Center of Attention With Powerful Publicity Paid For by the Media

There is nothing like a good positive news story to put your business on the map. Done right; it will create more attention and have more credibility than thousands of dollars worth of advertising.

The question is - how do you get news coverage for your business without it costing you any money?

Start by writing a press release. Keep it short and to the point. Do not ramble. Use short sentences and short paragraphs. Concentrate on the news angle you have come up with.

Write a good attention-grabbing headline. The purpose of the press release is not to tell your story. The sole purpose is to attract the attention of whichever journalist is assigned the task of going through that day's pile of press releases. You will need to make that journalist stop and read your release.

It is important to understand that the journalist is not just sitting there waiting for your press release to arrive. The fact is - most press releases never get read.

The headline and first paragraph must not be boring. If it does not immediately scream "I'm newsworthy!"...then your press release will get thrown in the garbage without another glance. Journalists are busy people and have deadlines to meet.

If your press release grabs a journalist's attention, he or she will most likely pass it on to another journalist and tell them to phone you. So you had better be by your phone waiting for the call. As I said, journalists are busy people. More news comes up all the time and if you are not home they might not phone again. Something else may crop up that appears more newsworthy.

Here is what I would do. I would send a great press release telling them why they would be crazy not to interview you. Tell them when and where you will be available for a photo and story. Not something alike "I will expect you at 63 Brown Street at 4pm Wednesday... please bring a photographer."

It would be better to say "America's biggest ever pizza will be crane lifted onto a truck at 4pm Tuesday before being delivered to feed poor families in South Dakota. Please phone me urgently to arrange a time and place
for an interview"

To feed poor families? Lifted by a crane...on a truck? It is a newsworthy gimmick. It is unusual, it is visual and it has "warm fuzzies" attached to the story. It will make the journalist think "photo opportunity...this is worth covering. I had better phone now."

So, the first step to getting your news story published is to put yourself in the shoes of the journalist reading your release. The journo is looking to read something that will capture the attention and interest of the readers
(or listeners in the case of a radio station). He or she does not want to read an advertisement for your business.

The trick therefore, is to involve your business in the resulting publicity, without giving the appearance of being blatant advertising.

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