There is no question that media coverage will boost business for you. It's a proven way to put your business in the spotlight in a major way. A perfect example of marketing 1 to many, which if you know my teachings, you know is the ideal marketing model. Media coverage will also:
Raise your public profile.
Improve your credibility.
Establish your authority.
Generate new customers.
Make it easier to convert prospects to customers.
Getting your product or service in the media has it's process and that's where many small business owners get stuck. They don't know how and they don't have the budget to hire a public relations firm which can get pretty expensive.
The good news is that doing your own publicity is very doable. In fact, it's quite easy. You just have to know the steps, plug into it, and work it until you get the coverage you are looking for.
Here are the basic steps to getting free media coverage for your business:
1. Identify the media venues (print or broadcast) that your target audience is most likely to consume. For instance, if your product is for women you want to target programs and publications watched and read by women.
2. Contact the Producers and Editors of these identified venues. This is easier than ever. Every publication and program has a website with contact information. So look that up and ask for the key person you are looking for by department or segment and get that persons contact information so that you can start calling them and sending them information.
3. Send consistent press releases that are very catchy and even SEXY! I call press releases the necessary evil. Producers and editors get so many of these a day, that many get tossed. However, it's also what needs to be sent out consistently to create a buzz about your product or service. The key is making it so catchy and sexy that it's irresistible and provides valuable content to the producer. I use "sexy" because the media loves "sexy". So find creative ways to hook them by pitching your story with a "sexy" tip.
4. Position Your Business Virally- The best way to hook the media is by being everywhere. Today, that is extremely easy with all the tools available with the internet. So position your business on the social networks, write articles and publish them online, put up videos on Youtube, and blog away. When you contact producers with your press releases, if they go on to research you and find you all over the net, you are more likely to be considered.
5. Have a Media Kit (online version works!) Websites have become the new media kits. If you have a page with a picture of you and your product, great content, articles and credentials, then you are set to go. Having a conventional media kit (a package you send out) is still great to have but if you don't have a budget to get it done yet, your website can do the trick.
6. Be consistent. Like everything, getting on the media takes time. Working on your publicity everyday will get you the coverage eventually. And the best part is that once you get on, you have already established a relationship with key people who will continuously help you get more media coverage throughout your business.
If you want media coverage for your business do not fall into the trap of believing it can't be done without a publicist or agency. Believe it or not the media needs you. So come up with the value in your product, spin it into a story and start working the system.
See you on TV!