May 24th, 2017
How do Small Brands get their Message in the Media?
It’s unusual for small businesses to be able to afford a PR agency or have the budget for media relations. You often feel like a small fish in a very large pond. However, many SMEs and start-ups still acquire media coverage and get featured on the radio or in magazines and newspapers. How do they do it without professional help and PR contacts? Many small brands do it themselves – DIY PR.
Getting into the press, especially as a small business or unestablished company can be difficult. It’s a great way to build brand authority and awareness but many businesspeople just don’t know where to start. Press coverage is free so it pays to put the time and effort into securing your message in the media. All you need is some know-how from a journalist and media specialist – like me – and you’ll be able to handle your own PR.
Which coverage is best for your business?
First of all you need to understand all the different types of press coverage and which media works best for your company and brand message. For example, a financial services company wouldn’t target glossy magazines and a new fashion brand shouldn’t bother pitching to a car and motorbike publication. Who would be interested in your story? Also, don’t always presume that national or international coverage is more effective than local press. Many people are interested in local businesses and your potential customers could be around the corner.
What if I don’t have any news?
You’re just a tiny company with nothing to shout about…what journalists would be interested in your brand? You won’t gain media coverage with that defeatist attitude. Don’t forget that the media isn’t making money off news stories – so they don’t care how big your company is or how much turnover you have. They are on the lookout for interesting stories, and small brands have plenty of these. Take a look at these examples of small or medium sized businesses in the media.
Magazines often do features on careers and business – this example from Cosmopolitan brings together three female entrepreneurs. These types of features are great for exposure, so make sure journalists know about your personal story as well as the brand’s message.
Other publications are also interested in start-ups and small businesses, such as Forbes. This article focuses on an American food festival and the 25 year old behind it. Sometimes, the story of your small growing business is newsworthy enough to grab attention.
Write a press release
Once you’re certain which publications and journalists are right for your brand, it’s time to work on the pitch. Make sure it is well-written and includes all of the most important information at the top – sometimes journalists don’t get time to read it all. If you’re not sure how exactly to write a press release or how to make your company appealing to the media, download my DIY PR guide full of the secrets of the trade.
It is possible to get featured without a marketing and PR budget – it just takes time and a bit of industry knowledge. Get in touch for more pointers!
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