Media Coverage and Your Small Business

Media coverage is one of the best ways to get your business noticed by the public- with the added bonus that it's FREE!

The catch? Getting the media to notice you. As the small business owner of a start-up, I've had the good fortune to make connections with several notable personalities in the Phoenix community, and have been invited to make radio appearances on the Jan D'Atri Show and on The Boomer and the Babe. I've also been featured in the Phoenix Business Journal and my story has been highlighted in the Phoenix SCOREBoard.

While the effort to gain media attention is always ongoing, here are some tips I've picked up along the way:

1. Attend networking functions. I know, I know, this is nothing new - but it works. I've met some of my most valued supporters at industry events; you never know what a little socializing can do.

2. Write press releases- but keep them relevant. There is no magic bullet. You never know just what will grab the media's attention, but if you consistently reach out with information that is relevant to that media's audience, sooner or later your business will be noticed.

3. Learn about the media's demographic and tailor your story ideas accordingly. Many media have a niche audience that could be just right for you!

4. Locate writers in your area and send them a personal e-mail. Sometimes editors and producers will be more receptive to a story pitch if it comes from the staff or a well regarded freelancer.

5. Create a newsworthy event. Sponsor a charitable event or host a dynamic party. Again, you won't be guaranteed to get the media's attention, but several outlets broadcast from live events and yours could be the next feature!

One of the most important things to remember is that media coverage is a privilege - not a right. Keep with it, and hopefully we'll be hearing your name soon!

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