While the role of traditional media in advertising, marketing and public relations is changing – it will always play a part.
Since many small businesses focus on a local customer base, obtaining coverage from local TV stations and newspapers is one of the best ways to get free publicity.
It can put your business right in front of the people you want to reach. Those are some valuable eyeballs!
Getting that coverage – especially when you really want it – can seem awfully tricky. But there are some best practices, which make your chances of getting on air or in print a whole lot better.
You may feel like the local media just doesn’t care about your company. Maybe you’ve come to believe they think you’re insignificant. You think you have to spend money advertising on TV, radio and in local publications to get any attention.
On the other hand, you may think the local news is losing momentum. With all the cable news networks who really watches the local guys? And who even reads a newspaper these days?
Here’s the somewhat surprising truth…
The State of the News Media 2012 report found local news audience is actually reversing course and starting to grow. Local television is still America’s most popular source for news and information concerning specific regions of the country. Plus, not only is it popular, a Pew Research Center Report from 2012 also found local broadcasting has the highest rating for credibility when compared to cable news outlets.
The local news needs you too – no matter how small your business may be. Besides the fact that small businesses growth is an often-discussed topic in the media, locally owned businesses offer unique stories about the people and places where viewers and readers live and work.
If you’re not getting the coverage you want, it may just be that you’re going about things the wrong way.
Earlier in my career I spent six years working as both a local news producer and a writer for a local newspaper in the Green Bay, Wisconsin area.
That means I’ve been on the other side of the situation – sitting in those newsroom meetings making coverage decisions. I understand the best way to approach the media where you operate. Follow these suggestions, avoid the mistakes mentioned below and you’re certain to see more success.
Four Tips for Getting Local Media Coverage
1. Stay on Top of Current Events
The first thing you should do to improve your chances of getting covered is to start thinking more like a journalist.
Of course what’s happening at your business is important to you. But why is it important to the people in the newsroom? More importantly, why does the story you’re pitching matter to the audience?
Even in smaller markets, there can be a lot of news to cover in a single day. TV news broadcasts have a very limited amount of time and newspapers have a limited amount of space.
If you want to make the cut, the best thing you can do is connect your small business to something that’s actually going on in the news. Local media is always searching for an original angle on the big stories. Local connections to national and international news can make compelling content. So look for ways your industry is affected by the news, how it’s solving a problem, or how you’re getting involved in the community and helping out.
Start watching the local news and reading the paper. Figure out what kind of stories are making headlines and become part of them.
2. Pitch an Irresistible Story
If you don’t become part of a news story – you’ll need to create one of your own.
Make sure it’s a story that’s worth covering. Tooting your own horn is usually not something decision-makers are going to view as newsworthy. So don’t expect a press release about your company exceeding sales expectations to get anything but a small mention in the local paper’s business section. The only people who read that are people from other companies tooting their horns too.
Instead do this…
Make it Timely
Pitch story ideas that are relevant to certain seasons. The news cycles through many of the same stories every year. What time of year is important to your business? Here’s a handful to consider:
- Holiday Shopping
- Tax Season
- Summer Vacation
- Back to School
- Political Elections
Evergreen stories are topics that have relevance over a longer period of time. For example: childhood obesity, the struggling housing market or the fight against poverty and hunger. Pitching these kinds of stories is also a good idea. Just be aware that the newsroom can be a very busy place. Evergreen content ideas may get set aside until a slow news day rolls around.
Make it Emotional
It doesn’t have to feature cute babies, puppies or kittens. But if you can tug at some heartstrings, stir up a little anger or brighten people’s days, you’ve probably got a winning story.
We all know that the news tends to focus on what’s wrong in the world. But those uplifting feature stories about people (or small businesses) doing something positive are always well-received by readers and viewers.
Pitch a story that inspiring – like how your company is collecting food for a homeless shelter or assisting victims of a natural disaster. Pitch a story that opens eyes – show them how they might be getting ripped off. Find a way to make them laugh or shed a few tears.
Those are the kinds of stories that will make your business unforgettable.
Thinking about the emotional aspects of the story are important for when you’re being interviewed too. As a producer, the sound-bite I almost always chose was when the interviewee was asked “how do you feel about…”
Make it Visual
One of the biggest reasons why press releases get chucked in the recycling bin is that there’s simply nothing to see at the event.
This is a bit more important for television than newspaper, but both would prefer something visually stimulating. Make sure you offer the media an opportunity to capture interesting video and photography.
Putting on an event where there is nothing but a table set up with some charts and graphs is boring. A press conference with nothing more than a microphone and a podium is bland. That means reporters and editors will have to dig through file footage in order to give the story some life.
Make it easier for them by giving photogs something to shoot, and you’ll boost your chance of getting covered.
3. Connect With the Right People
You already know that relationships are extremely important in business. That goes for your relationship with the media as well. Who you know can make a big difference.
Create a working relationship with reporters in your area. Once they’re familiar with you, pitch them story ideas via email on a regular basis. You could even call and talk with them on the phone to do a little brainstorming.
This may seem like you’re being to pushy and annoying. However, the daily news grind can require a lot of creativity. Most reporters, writers and producers will appreciate help coming up with unique story ideas.
The assignment desk is another position in the newsroom that is good to network with. These are the people who keep all the events of the days, weeks, months and year organized. A good assignment manager is like the brains of the newsroom. They’re taking in all the press releases, answering phone calls, telling reporter and photographers where they need to be and when.
If you have a good relationship with the person on the assignment desk, you’ve got a much better chance of your story idea getting discussed in newsroom editorial meetings – where coverage decisions are made.
While it’s certainly not a requirement – being an actual advertiser with a media outlet can also increase the likelihood of getting coverage. TV stations and newspapers tend to turn to their advertisers first when they need an expert source. Having an “in” with a sales rep also gives you another person who’s on your side.
4. Be Helpful. Be Respectful. Be Patient.
The newsroom can be a hectic place. You’ll find you can develop lasting relationships if you make life simpler for folks instead of sucking up people’s time and pushing your own agenda.
Be Helpful
One of the most helpful things you can do is be flexible. People who work in the news business are facing tight deadlines every single day. If they want to interview you at 3:30, make it work and move some stuff around if you have to.
That story has to be written and edited before the deadline. If you aren’t available, reporters won’t reschedule. They’ll just find someone else to talk with.
Be Respectful
Because there is such a time-crunch in the news business, you should remember to show some consideration. Don’t chit-chat with reporters who are under pressure. Don’t call when the deadline is approaching. For television, that’s obviously close to when the show goes on the air.
It’s smart to ask your connections in the media when the best time to contact them might be.
Be Patient
It may take some time for you to develop relationships and show up on the local media’s radar. But once you prove you can be a trusted partner who is easy to work with and always pitches newsworthy story ideas, you’ll find reporters turning to you on a regular basis. Every media outlet has their regulars. You can become one of them.
Kasey Steinbrinck, a former TV news producer and newspaper writer is co-founder of Copyjuice Media. He now specializes in copywriting and content marketing strategy for small to medium-sized businesses.
