You’d love to take your press coverage to the next level, to get more than just a mention or blurb in your local or regional media outlet. But with so many outlets available, how do you amp up your coverage so that it reaches your intended market?
- First, you’ll need to create and build relationships with reporters and bloggers that you believe would be interested in covering your story. This can be done by creating a comprehensive list and setting aside 30-45 minutes each day to contact the brand influencers in your business. A word of advice: don’t try to increase your presence through cold calls and stilted PR pitches promising a must-have story. That’s the best way to turn off the very people you want to embrace you and your business.
- Use social media every day. If you can, don’t limit your social media activity to five days a week. Instead, seven days is optimal, since everyone can view information at any time on their tablets or smart phones. Promotion is a 24/7 business, and the biggest payoffs come from a constant, strategic presence.
- Brainstorm to find new media avenues. If your product is local, search for local venues and online sites that would want to talk and write about what you have to offer. Ask people to write reviews and post them online where others can share and comment on them. If you run or work for a small business, remember that local newspapers often have a “hometown news” section. Find the reporter who covers local events and tell them your story.