Create a Buzz
Positioning yourself as an expert with the media is one of the best ways to garner publicity for your small business. While you may not think you are an expert at anything, chances are you are underestimating yourself. Most people are an expert at something. Identifying what that is allows you to approach media outlets with a press release that is tailored to that area of expertise.
For example, a chiropractor and nutritionist sent out a press release titled “Eating Fat Does Not Make You Fat” to area radio and television stations. His release asserted that a “low-fat, high-carbohydrate diet that has gotten so much attention does not work.” He went on to say that the studies backing this diet were biased and paid for by the food industry. Within a week, he had received 25 calls to appear on CNN and five radio stations to do interviews.
Paul Krupin, founder of Imediafax.com, a news release advisory service, cautions business owners not to approach the media with the intention of trying to sell your products or services in a press release. The media doesn’t want to sell you to their audience. “They want to educate, entertain, stimulate or provoke their audience.” Therefore, you need to give them newsworthy stories.
Krupin also points out that there are real differences in the media outlets. For instance, print media focus on fact, figures and strategies while radio and television is more about sound bites, tone and excitement.
Source: “How to Generate Publicity for Your Business”, Jane Applegate, Entrepreneur
http://www.entrepreneur.com/marketing/publicrelations/article42738.html
