It’s important to work with the newspapers and publications in your service area as part of a cost effective marketing plan. Their 3rd party voice keeps you from being dismissed as ‘just another infomercial’. The newspaper staff has the expertise for placing your story where their readers will get the most benefit — the front page, social page, sports page.
Your plan should include
1. Sending a press release whenever you have something to announce.
New equipment or new employees make a good start. Make your announcement concise in a ‘friendly factual’ voice and keep it short. — 250 to 300 words. The editor will recognize potential for more information and assign a writer/reporter to call you if they need more. Email it to the paper as an attachment, but put it into the body of the email too. (Busy editors will bless you for saving the extra step of opening the attachment). Don’t let a press release intimidate you; you can find information about how to write and format a PR by searching on Google.
2. The Human Side of your business.
- Did you overcome obstacles along the way?
- What has your business done for the community?
- Do you have a clean-up team?
- Do you partner with another business to sponsor a summer team for needy kids that could be news for the sports page. Or a team for handicapped adults?
- Did you volunteer engraving for a community project?
3. How national trends are affecting your community.
- Is remodeling a growing interest in your community as well as others?
- Will your community enjoy outdoor kitchens with decorative concrete as much as many others in the community.
These actions helps to establish you as an expert in your field. The next time the reporter learns of a trend in decorative concrete, you should be the logical choice from whom to seek an opinion. Make sure the paper knows you are receptive to their questions and research.
Outdoor Hidden Treasures, owned by Chuck and Nicole Landry in Breaux Bridge, LA connected with a local paper, The Teche News, about a donated engraving they did for the local Chamber of Commerce. All of three benefited from a post in Groov-E-News