Clever Public Relations Tactics to Secure Media Exposure for Your Website

Tailoring PR Strategies for Small Businesses

Large corporations and public figures often receive media coverage for almost any development due to their prominence. However, for small businesses, gaining media attention can be more challenging. The media landscape, largely controlled by conglomerates and staffed by professionals with little small business experience, often overlooks small businesses.

However, this dynamic can change if you provide valuable information or advice that benefits the media outlet's audience. For instance, newspapers appreciate tax experts offering tips during tax season, radio stations enjoy guests who can entertain their audience, and TV stations favor visually appealing and emotionally engaging content.

Positioning Yourself as an Expert

One of the most effective strategies for consistently securing media coverage for your small business is to position yourself as an expert in your field. Start by identifying areas where you have or could develop expertise. Consider what kind of information a general audience would find interesting, helpful, or emotionally engaging.

For example, if you run a daycare center, you could provide tips for tired parents on keeping their energetic children entertained and educated. If you own an auto body shop, you could offer advice on how to avoid being exploited by mechanics and insurance companies after an accident.

If your expertise aligns with a trending news topic, even better! Professionals like historians, lawyers, detectives, and political scientists often secure media coverage by providing informed insights related to current events or scandals.

Identifying Media Outlets for Coverage

To secure coverage in newspapers, start by identifying the reporter who covers stories related to your field. Most newspapers' websites provide information on reporters' areas of coverage. Once you've identified the right reporter, pitch your story concisely, emphasizing why their audience would find it interesting.

Follow up your pitch with a press release, a Q&A page, and a bio about your business history. This strategy also works well for securing coverage in magazines, industry journals, and major websites.

Services like ProfNet.com allow journalists and writers to post topics they need information on. By subscribing to these services, you can increase your chances of securing coverage by providing reporters with valuable information.

Venturing into Radio

With your media materials ready, reach out to local talk and news radio shows. Explain what makes your information interesting and follow up with your press release, Q&A, and bio. This strategy can also help you secure spots on popular radio morning shows.

As you secure media coverage, collect quotes from the media professionals you've worked with and build a list of stations and publications that have featured your business. Stay in touch with these media professionals by sending handwritten thank you notes. This will ensure that you are the expert they think of when your topic comes up in the news.

By implementing these strategies, you can secure valuable media coverage for your small business, enhancing your visibility and credibility in the process.