Large corporations aren’t the only companies that can acquire non-paid media coverage. The following are a few suggestions to generate some positive public relations for your business and get your name out into the media.
- Tap into relevant local community-oriented programs – Many small businesses work together to get non-paid media coverage in local programs such as “Buy Local” or, in our state, “Utah’s Own.”
- Corporate social responsibility – There is no better way to get media coverage than by showing your social commitment and responsibility as a company. The more involved you and your employees are, the more positive the coverage you’ll get. Many business owners choose non-profit boards they want to belong to and piggy back on those activities by sponsoring the event or offering staff members as volunteers.
- Keep your finger on the news pulse – Stay on top of news cycles and see if your company has relevance with issues being discussed on the news. For example, the recent flooding crisis in Salt Lake City has been a great opportunity for emergency preparedness and disaster relief companies to speak as experts and offer their products and services.
- Brand your campaign with events taking place in the community – A great example this month is the World Cup, an international event that will have great coverage. Maybe your business should have a special campaign tied to the World Cup, or events like it, that’s unique enough to create media buzz. Don’t be afraid to use social networks such as Facebook or Twitter to increase excitement about the campaign.
- Establish relationships with media professionals in all media outlets: TV, print and radio.
Remember to think outside the box when creating campaigns or programs for your company to participate in. The media is always looking for things that will catch the attention of their viewers, readers or listeners. Once the story runs, collect the clip and use it to generate more excitement through your social network, e-mail or website.