Small Press Month: Media Promotion Pt2

Act Like a Professional

Present yourself as someone editors want to deal with.
They are people first. Be friendly, articulate and brief. Be willing to answer questions, research the answers and get back to them. Never try to bluff your answers. Be honest.

Admit the press in for free to cover it.

Respect deadlines. In the newspaper business, 2 hours late is unacceptable.

Know the deadlines and understand their importance. Deadlines are written in stone. Do not assume that your first (second/third) draft is press ready. Never hand the article in at the last minute.

Create a Newsworthy Event

The easiest way to attract the press is by hosting an event. The press understands how to treat events as news. A good trick is to phrase your event as an event. Just because a bunch of people get together with a single purpose in mind, doesn’t make it an event.

For instance, don't have a sale or book signing. These are not a news events, but a retail venue. But a charity event that sells products will classify as an event.

Of course, it's not necessary to have a sale as part of your event. However, at the bottom of all release, mention: "To honor Author’s book signing," or "In conjunction with the charity event, Small Business is offering 10% off."

The Community Service Tie-In

It is easier for a business to find free publicity when promoting a cause. Food donations, community improvement projects, and raising/donating money attract publicity. This is vital: your sincerity is on trial. A false front will boomerang.
All small businesses can turn good deeds into money, as long as they are working hard to support their community.

Get the Media to Invest in You

If you have the right type of event - community service or entertainment events - newspapers and broadcast stations will come on board as cosponsors.
Typically, media cosponsorship means the station or publication provides free publicity, reports on the event, and may broadcasts from the event.

Electronic media is required by government to provide public service programming, and publications have a vested interest in maintaining their credibility as the eyes and ears of the community.

What's the difference between free publicity cosponsorship? Free publicity is something you trade. Cosponsorship is intended to improve the image of the station.






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