A great way of generating free business advertising is to make contact with journalists on local or national newspapers and obtain editorial write ups. Not only does this effectively amount to free advertising for your business but it can also be more effective than paid advertising because research has shown that people tend to trust editorial content far more than they trust advertisements.
But how do you actually do this for your business?
First, ensure that your story is newsworthy. Start up businesses, significant contract wins, exceptional stories (e.g., perhaps one of your employees has been involved in some recent charity work?) all constitute “newsworthiness”.
Second, your primary contact should be the Editor, News Editor, or – for national publications – individual Reporters. Don’t be scared of getting in touch by writing a short and concise press release (300-400 words) in an email. If your story is newsworthy they will always be pleased to hear from you. Try to structure the press release like a sales letter: 1) Eye catching headline, 2) Captivating and to-the-point detail, and 3) A call to action such as inviting the recipient to call/email you to follow up.
Finally, try to develop an ongoing relationship with your contact on the newspaper. Think about what you can do to help them rather than how they can generate free publicity for you. Ongoing relationships can not only be extremely valuable in terms of future stories about you and your business but can also escalate into bigger commitments such as you writing a monthly column for their publication.
So start thinking laterally about the kinds of stories that you could offer to journalists. Most businesses will have something of interest, it’s just simply about finding the right angle. Of course, these techniques can also be extrapolated to online publications equally as well.
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