Startup Spark

Got news? I bet you do!

by ShannonCherry on June 20th, 2008

Getting publicity for your business can seem like a challenge. How do you publicize your company although nothing you would consider newsworthy has happened? The answer is you make something that would typically not be too important or newsworthy seem like it is. If it seems newsworthy or interesting to an editor or a journalist, it is likely your company name will end up with a story in a media outlet.

So what are some of your options?

1. Focus on the person. The impact of an event is rarely about the event, it is about who is affected. Human-interest stories get featured everyday.
2. Find something unique. Maybe your business has always allowed sneakers to be worn on casual Friday. Put a spin about how your business’ sneaker wearing Fridays have helped to make the employees more comfortable and have reduced health problems stemming from footwear, as compared to places that do not tolerate casual footwear.
3. Put a local angle on something that is happening in the greater world and put your business at the center of it. This is called piggybacking in the news business. For example, if you are a life coach, offer to comment on the life of any celebrity in crisis, and how they could have prevented it.
4. Make something newsworthy happen. Create something that will benefit your target market.
5. Partner up. Your business specializes in custom shoes? The bridal gown store down the block is having their annual rush of the brides gown sale? Offer a discount with the proof of receipt (and bruise!) from the sale and have the gown store include your offer in their release but send your own also. You may also get a post sale visit from a journalist doing a follow up story, more free publicity!

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POSTED IN: Entrepreneurship, Great Blogoff, Publicity, marketing