Gone are the days when businesses had to rely solely on inclusions in the newspaper. Today, businesses can be publishers.
Gaining earned media
It’s common business desire—getting your business featured in the news. Business owners want to gain earned media, or mentions in newspapers, or even have their founder interviewed on the news. Ho do you go about it? What works? These five tips from Mary Cantando frequently work to help your firm gain earned media.
I’ve quoted and cited Mary Cantando before. Her weekly newsletter of tips and ideas is called “The Woman’s Advantage”, but heck, anyone can take advantage of her great ideas. As a public relations consultant, I’ve frequently used similar tactics such as the ones she recommends to gain media attention. The only caveat that I’ll add is you must have the data to back up your statements! Don’t go wildly throwing facts and figures around when you have nothing to stand on.
5 Ways to Get Media Interviews and Mentions
1. Quote startling statistics. The fact that women have been starting businesses at twice the rate of men has been a real attention getter, so I’ve led with that for several years. Remember, just because information is common to you and others in your circle does not mean that the media is aware of it. Learn some startling statistics about your industry and use them to attract media attention.
2. Lead with intriguing questions.“Why do fewer than 2% of women business owners generate over a million dollars in revenue?” OR, you could flip that and say, “Why are 98% of women business owners unable to cross over the $1MM mark?” Following that lead, I discuss The Woman’s Advantage Program™ that I’ve developed to help women cross over that mark.
3. Reference pop culture. How is your product/service/business like Lady Gaga? Or “The Hunger Games”? Or Dick Clark. The more current and hot your comparison, the more likely you’ll get a pick-up. Look at yesterday’s news and create an analogy between your offering and a hot news item.
4. Lead with absolutes. Almost to the point of being arrogant. Use “never, must, always…”
5. Attack a current problem.I often attack high unemployment by discussing how small business owners…women in particular…are creating jobs by growing their businesses. So I might use a lead-in like “Women are rescuing the US economy.”
One thing to remember is that we no longer are captive of the press. As a business owner, you can publish your own information. If you’ve not undertaken a regular content marketing plan to develop, curate, post and share authoritative content that is related to your business, give us a call. We can help your business get the attention you seek.
Photo credit: flickr creative commons user Rexburg Historical Society