Use the News As a Marketing Tool
Everyone likes to be associated with a winner, and a good news story can attract new customers and reinforce the buying decision of existing customers, because it tells what a winner you are.
Publicity also helps to set you apart from competitors.
And, talk about cost-effective -- you don't pay for space in a newspaper or magazine and you don't pay for the radio or television airtime that tells your story.
When you are ready to contact the media, make sure you have a story that is:
- Unique
- Timely
- True
- Pertains to a large audience
Before you start, do some research. Find out which publications or electronic media use your type of story and reach your potential customers. Then find out the best person to contact. A good librarian should be able to help you with much of this.
Put your ideas in writing, either in the form of a press release or a letter. Explain who you are, what you do and why you are different. Follow up in a week or so with a telephone call and find out if there is any interest. The media is always looking for good stories, and if you have an idea that is different -- something they haven't written about-- they will be glad to hear from you.
Remember, you lose control of the story once you turn it over to the media, but that can be a good thing. In most instances, they can do a better job of telling your story than you can.
Don't be shy. Have at it. The media is always looking for good news stories, so why shouldn't your business be one of them?
By Jeanne Bluffstone, COSE MindSpring Editor, HBN Advisory Council Chair and owner of Bluffstone Public Relations a firm that specializes in business communication services and media relations for closely-held companies.
