In the business world, large corporations often engage publicists to promote their products and services. These publicists develop promotional campaigns, providing news stories and reports to journalists across various media platforms to generate widespread public interest. Small businesses can achieve similar results by becoming their own publicist, gaining a competitive edge through effective self-promotion.
The first step is to identify key media contacts, specifically journalists who are always seeking unique and compelling stories. By offering them a well-crafted narrative, you streamline their work, saving them valuable research time. Many journalists can be found at local newspapers nationwide. Contact the relevant reporter and briefly introduce your story, piquing their interest without revealing all the details. The goal is to schedule an interview to share the complete story.
Consider hosting a press conference via teleconference. This allows you to invite numerous reporters to hear your story and interview you simultaneously, without them needing to leave their offices. Numerous teleconference services are available online, often free of charge.
Securing press coverage can create significant buzz around your business, with articles appearing in newspapers and other publications. These articles often include your business contact information, enabling interested readers to connect with you. For example, if 50 newspapers, each with a circulation of 30,000, publish your story, it could reach 1,500,000 readers. Even if only a small fraction, say 50,000, read the story, and just 2,000 contact your business, you’ve generated 2,000 high-quality leads.
This strategy can also be applied to magazines and other media outlets, both online and offline. News coverage lends more credibility than paid advertising because it is perceived as objective and unbiased.
Best of all, becoming your own publicist doesn’t have to cost you anything. By investing your time and effort, you can significantly boost your business’s visibility and attract new customers.