So how do you get on air or in print? Follow these tips:
1) Send a news release in to a few local TV/Radio stations and newspapers with a good story idea. Remember, it has to be NEWS, not shameless self- promotion:
Example number 1: Auto Repair Mechanic
This is an example of self-promotion:
Visit my auto repair garage today because I want to tell you how hard I work to please my customers.
On the other hand, the same business could add this spin instead:
“As the winter approaches, now would be a good time to have their vehicle inspected to ensure worry-free winter driving. As a local mechanic, I can help by offering practical information about what to look for in a mechanic, and what safety systems you should have checked on your car before the snow flies this winter.
Now that the reporters have your details and know that they have somebody to interview, they will be in contact once the bad weather starts to fill that criterion of the news.
Example number 2: Chiropractor
“I’m a new chiropractor in the area and I’d like to build up business by running an article in your newspaper.”
Instead try this:
“Many local residents live with back pain everyday. As a local chiropractor, I’d be pleased to share with your viewers the 3 most common types of back problems, and the steps they can take to correct them now before the problem gets out of hand.”
Almost every news station focuses on health issues, especially if there is a celebrity in the news with a similar condition. Maybe you should ‘Hi-Jack’ the news with a local twist. You can guarantee that local journalists are looking for a local twist on national stories. Their editors are looking for stories to fill the papers.
Example number 3: Gadget store
“My new gadget store took a lot of work to get up and running, and I think people would be interested in hearing about the exciting products that I have to offer. “
With a different spin this could become newsworthy:
“With the Christmas season rapidly approaching, people are constantly looking for unusual and useful gifts. As the owner of a local gadget store, I’d be happy to give you information on the latest crazes for the festive season, including what’s hot, what’s not, and some gadget buying tips for families to help them stretch their shopping budget.”
Can you see the difference? Shameless self-promotion is just that – it’s an attempt to promote your company through the news media, and it simply won’t work. Reporters will see right through it and will ignore you.
While these are not written just as a press release you can see that there could be ways in which your business could feature in the local news.
On the other hand, positive News Spin takes something that your business is recognised for and turns it into a story that a news outlet would be likely to broadcast or feature in print.
It is the topics and the same business but putting a slightly different spin on things makes all the difference.
That kind of exposure is very good for business.
Remember, local news channels do not maintain their credibility by promoting businesses. Nobody in the press really cares about your business and it doesn’t really want to go out of their way to promote it. However, offer them a news story that involves your business, and it is no longer promotion. It’s news.