So do you ever ask yourself how does my competitor get his business on radio, TV, or in the newspaper without paying for it? They do it with building relationships and offer a story that is interesting and not all about them. Many SMB's do not have a huge marketing firm promoting them and sending out press releases every day. They get in the news by being relevant to a current event or subject and they just happen to put themselves in the limelight by making themselves available and knowing who is who in the local media. So when something comes up like a new gadget or an appliance, you get those nice little "According to Joe Blow at Joe's appliance shop, he states this product will be great and should be available in his store soon!" And he did not pay a dime for that free tag. So how do you get that free plug yourself?
Target media outlets and local journalists. Know who they are. Read, listen, or watch their pieces they put out. Make a nice comment about it. If you see them in person, introduce yourself in a non intrusive way. They don't bite and most are not above themselves to want to say hi. I also suggest you use your own social media platforms such as your business Facebook or Twitter Account to introduce yourself and your business. Media folks often will search these platforms looking for leads and story ideas. Use your content marketing. Using your web site or blogging platform also helps increase your visibility to media. When they want a local expert or knowledgeable authority on a subject, they will turn to bloggers or businesses who have content out there for help. My last point is to mix up your information. Do not always rely on formatted press releases. Send a personal note or story idea to each of your contacts. It makes you look like you personally sought them out to tell them of your media event or story idea. Do not sell yourself or your business. Sell your knowledge of the subject and the rest will come together.
Roy has over 30 years experience in the broadcasting and marketing fields. He carries strong credentials in mass media, social media, advertising, marketing, public relations, and video production. Mr. Garton is also a professional actor and voice-over talent.
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