Media Relations - How to Get Free Coverage

Good media relations result in publicity for your business - that is free publicity that can be generated by any of the print or electronic media.

In order to gain free coverage, you must get the attention of the editors and writers. You can usually gain attention by creating a special event, getting involved in civic or charity events, providing community service, sponsoring an educational program or identifying trends that relate to your business. Once you've got the vehicle, you must notify the appropriate press of what you're planning or what your business is doing by sending out a press release.

Many small business owners think of media relations as front page stories and photographs featuring their business or product. But media relations also includes free coverage for a variety of other items.

Employee news - hiring a new employee or awarding a promotion. This is usually of interest to local business publications or community papers, whether it's the town where an employee resides or one where the company is located. These publications want to know what is happening in the community they serve.

Customer news - you can get coverage if you have a celebrity who frequents your business/buys your product, a customer who travels an unusual distance, or a customer that has come up with a use other than that for which the product was intended. Again, it's all in the way it's presented - the more creatively it's done, the better your chance of receiving coverage.

Unique service - in addition to your traditional services, have you been able to fulfill a customer's unusual request?

As the owner - is your background different or unusual, are you a noted speaker, have you received awards that might warrant a story?

The key in generating free publicity is to be creative and try to find a unique angle. Notify the appropriate editors and writers, and then make sure you follow up - always!

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