“Do you have any tips on how to get some free public relations and media coverage for a friend’s business? Is there any way one can advertise their business without spending much cash?”
ANSWER
There are a myriad of ways to generate publicity (which is a kind of ‘free’ advertising) without breaking the bank. But consistently advertising or promoting your business through a combination of paid and non-paid-for means is key to surviving in the business jungle, especially in today’s economic landscape.
Let’s start with the latter. Getting on the (right) side of the media is perhaps one of the best things your friend can do for her business. She can achieve this by, for example, becoming what is known in the industry as an ‘expert source’ that is, the ‘go-to’ person that journalists call when they want a quote or some insight from an expert on a given topic.
I suggest she reads through the papers and online news blogs, as well as look at TV news broadcasts, to determine who covers what and then build a relationship with a reporter who covers her area of expertise. She could introduce herself by way of a cover letter, which should mention her credentials, and then either jot down some ideas for possible discussion or send an idea for a story (in the form of a press release). She should, of course, make sure the story has a news ‘hook’ with solid facts, rather than be a promotional pitch. The release should end with your friend’s contact details and make it clear she is available for an interview.
Every day, entrepreneurs and small businesses are brought under the local or even national spotlight, thanks to some journalist or radio or TV personality.
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The problem is, of course, when you do not pay for media coverage, you essentially have no real control over the timing or content of your publicity. And there’s no guarantee you will get that publicity in the first place.
That said, by consistently being helpful and available as an expert and by submitting a properly formatted, professionally written press release that offers reporters something new and different, your friend will stand a much greater chance of grabbing that media attention and getting her name/business in the news.
Ideally, your friend should aim to write at least one press release every month or so, and publish it in places where her target audience will likely see her announcements.
As a copywriter, editor and ex-journalist, I write or rewrite press releases regularly, so I know what works and doesn’t . . . meaning both my clients and my business benefit from this powerful publicity tool. By studying her market and following the advice here and the rest of this blog, your friend will soon get an idea of what the media is looking for and how to deliver it.
It needn’t be time-consuming or difficult, either. I began distributing my own articles online some years ago, and qualified prospects are still coming to me through my articles today.
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It’s a great way to get and keep your name in front of your prospect list or target audience. I will cover this in a future blog post.
Another route for your friend to try is forming alliances with other entrepreneurs in her field. It doesn’t have to be a big network, a group of three can easily work. The point is for each person to agree to refer newspaper reporters to each other whenever they get approached about a topic on which they all could comment.
She should also consider social media. Sites such as Facebook and Twitter offer free platforms to increase her reach to prospective customers either locally or internationally. More about that here.
Finally, online business networking sites such as Ecademy and LinkedIn can be great promotional tools. They’re a fantastic way of searching for contacts, too. The key here is to be authentic and offer value in some way.
I urge your friend to try at least one of the above methods to improve brand recognition. And remind her that, at the end of the day, generating publicity and new business on a budget all boils down to three things:
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seeking out and acting upon opportunities
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taking advantage of effective communication
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building relationships and, ultimately, trust.