You want to get free promotion for your business. Of course you do. But have you seriously considered the media as an option? You should do! Newspapers, magazines, TV and radio stations have websites and social media channels and can help you reach huge numbers of your potential customers. Free of charge!
How can you do this? By giving the media something newsworthy about your business. Or event. Or charity – whatever it is you want to promote.
In 2020 the media is under so much pressure financially, and running offices with skeleton staffs, that they really need your help to fill their pages, schedules, websites and social media feeds.
Which is great news for you! As long as you can give them something they’ll want to share with their audience.
I spent 30 years working in journalism and today still write for the media, so I know exactly what tactics to employ to get free publicity for your business. Again and again and again.
Seriously, you can do this – and I can show you how. All you have to do is identify newsworthy stories – that also promote your business.
How Do I Know If A Story Is Newsworthy?
Every journalist – from reporter to editor – will know through experience whether a story is newsworthy or not.
But how can you possibly know? We can deconstruct the journalist’s thinking process into five steps…
First of all, is the information you are submitting something new? If it has been published anywhere else, even if it has only been shared on your website or Facebook page, the journalist will probably not be interested. That’s because it is already ‘out there’ in the public domain.
Secondly with timing, is the subject topical? It’s not absolutely necessary, but if you can tie in with something currently in the news, or something recently the subject of debate, or if you can relate your story to a forthcoming event or date, you will have a greater chance of getting your article in print, online and shared across social media.
It can be a National Awareness Day (there are so many of these now), it can be an event like a festival or a sports final or a big conference. It even be regular dates like Christmas or Mothers’ Day.
Remember that timing is also crucial when it comes to submitting the story – don’t miss the deadline to tie in with the appropriate event.
When your media release lands in front of the journalist’s eyes, they will also be thinking ‘how many of our readers / viewers / listeners will be interested in this?’
Sometimes, but not always, this question will relate to the number of people directly affected by the story.
If it is a niche publication, clearly an engineering magazine won’t be interested in a feature about which fruits you should eat to ease indigestion! Make sure your story is relevant to the audience.
Where a publication has a clear, dedicated circulation area, such as a local newspaper does, the word ‘local‘ is first and foremost in the journalist’s mind.
If you are giving them information which relates to a place outside their circulation area, your email will almost certainly be deleted immediately.
With this type of publication, always try to relate your information to their own audience and location.
Again, not always the case, but if your story contains information about a celebrity, well known person (even locally) or a well-known place, that will certainly grab the attention of the journalist.
5 Human Interest
This is the most important aspect of an article, because all stories relate to people. Even if it’s a new building, the interest in that will surround the people who are going to be living or working in it, or in the shadow of it, or the number of people employed in constructing it, or the person who designed it.
There is also a special breed of story – sometimes it’s a longer feature article – which is known in the trade as a ‘human interest story.’ The usual rules of what makes a news story may not always apply here, as these stories are about capturing emotion, and translating that emotion to the audience.
It can be deeply personal, it can be humorous – there are many emotions to play with!
How Do I Get Free Promotion For My Business In The Media?
Knowing what is newsworthy is a good start, but you need to fully understand what journalists want, and what the readers / viewers / listeners want.
And you need to understand how to write and submit a press release fit for 2020 – one that won’t get deleted by the journalist, but will instead be used across all channels to reach a wider audience.
So if it’s a story for a newspaper, for example, these days you need to be cleverly tailoring your press releases so the story is also used on their website, and shared across their social media channels.
You could employ a public relations professional, but that will cost you a lot of money, and will probably tie you into a retainer contract.
Fortunately for you, I’ve written a guide to enable you to do this yourself – or to teach someone else in your business how to do it.
My easy-to-follow short course, Get FREE Promotion For Your Business In Print AND Online, will teach you:
- How to get continuous free, positive media coverage to save thousands in PR and advertising fees
- Why now is the perfect time to get your articles in newspapers and magazines and on their websites and social media feeds
- Why traditional methods of press release promotion need updating for success in 2020
- Understanding what journalists want, what readers want and what skills you need
- How to tell if you have something newsworthy to share – and how to convince the journalist
- The essential dos and don’ts that will make or break your story
- How to think like a journalist and write like a journalist
- How to write a perfect headline and intro paragraph
- How to create quotes that make a difference
- Every required section of a media release fit for 2020
- Writing an email to a journalist – and making sure it will be opened
- The dos and don’ts of contacting journalists
- How to get more website traffic and improved SEO from your press releases
- Where to send your press release in 2020 – print, online, radio, TV and others
- Plus much more…
It’s your ticket to endless free promotion. Go here for the full details.