Getting in with the media can be a boon to any small business. It establishes you as an expert, local celebrity, or industry authority…

…and you benefit from potentially thousands of dollars in free publicity… without spending a single red penny.

But I’ve got to warn you: going about it the wrong way will keep you toiling in obscurity.

Journalists are notoriously about as cuddly as a desert cactus, they always have their BS detector on, and the more you tell them they *should* do something, the less likely they are to do anything at all.

Believe it or not, when working with journalists, the louder and more persistent you are, the higher your chances are of just becoming background noise…

The key: sell them on why you’re worthy of media attention right off the bat.

Getting noticed by the media is not as tough as it sounds. The trick is to follow a few simple rules:

1. You Have A Story In You

Newspapers have to fill a lot of space and TV stations have to fill a lot of time. Not every day is full of fires, mayhem, scandal, and skateboarding puppies.

• Own a pawn shop? How about a pitch on what to watch for when buying and selling a used tablet?
• Own a heating and cooling business? As the seasons change, pitch a story about making sure your furnace is clean or how to check that your air conditioner is ready for summer.
• You’re the expert and you have a lot of knowledge to offer. Think of how you can help consumers (and assignment editors) while promoting your business at the same time.

2. Look A Little Closer

Sure, you’re familiar with the local newspaper everyone reads or the TV station everyone watches, but look a little closer at media outlets in your town.

• Are there business magazines?
• Maybe alternative newspapers?
• How about a neighborhood newsletter?
• Many places have online-only publications – do a little legwork beyond the obvious.
• Try the free rack in your local grocery store to see what other publications are out there.
• Do a quick Google search or ask your local newspaper if they also have niche publications where you would be a good fit.

3. Know The Audience

A little research can go a long way in finding out what kind of readers/viewers your local news organization has.

• Traditionally, newspaper readers tend to be a little older, while online-only publications tend to draw a younger readership.
• Moms of school-age children tend to watch morning news shows. Older people traditionally watch the noon news.
• Think about what your business sells and who would be your prime customer. If you own a children’s clothing store, see about booking a spot on a morning news show featuring the latest fashions. If you run a home-health business, look at getting on a noon broadcast.
• Knowing who’s consuming the media you’re looking to get in on goes a long way in making sure the right eyes are seeing you.

4. Craft A Press Release

Most of the things that get coverage come from press releases and tips… And who better to fill in your local scribe than you?

It doesn’t have to be fancy or a Pulitzer-Prize quality paragraph, but it does need to have the basics: who, what, when, where, why, and how.

5. Shun The Ad Talk

When you write your press release for the media, sell your business without selling.

A paragraph that reads like ad copy will get passed over by an assigning editor, or they’ll forward it on to their ad department…

Take a few minutes to read stories in a local newspaper to get a feel for the style.

If you can write your press release as close to that style as possible, it’ll have a better chance of getting published because the editor will have to do less work… And making it easy for the editor is always a good thing!

6. Keep It Simple

Your business is your baby, and you could likely write pages upon pages about it.

Unfortunately, your average reporter won’t have time (or interest) to read pages and pages… And if their eyes start glazing over – forget it, because all your hard work will be pushed aside. You’ve got to keep it simple to grab attention…

Keep your press release to about one page maximum, and stick to the basics (an award you’ve won, an event you’re having, a community service you’ve performed, etc.).

The person reading it will want to find the hook right off the bat.

7. Speaking Of Hooks

You don’t want to keep it too simple…

Here’s what won’t work: “I’ve opened a new restaurant. You need to do a story.”

Here’s what has a better chance of working: “I spent 25 years as a guitar tech for Metallica. Now I’m back in my hometown and I’ve opened a guitar store that’s designed for the expert player, as well as the beginner. I invite people to come in, have some coffee, play the guitars, and talk shop.”

Now we’re talking. You have a story.

You didn’t just open your business on a whim one day…

Did you reopen the bakery your parents closed 20 years ago? Did you bring in a custom wood-oven from Italy for making pizzas?

You and your business have something special going on, and here’s your chance to let the media know what that is.

8. Think Visual

When it comes to pitching to a television station, you have to be able to provide them with a visual…

TV stations are different than newspapers in the kind of stories they run because there needs to be a compelling video to go with the information.

If there’s something that can go with the story you’re pitching that would make great video, be sure to mention it – it will catch the eye of the assigning editor.

9. Email Is Your Friend

Email your press release, or fax it, or snail mail it, or have it delivered by a carrier pigeon, but for the love of Pete (you know – that guy) do not.

No, seriously… Even if it seems so easy, put down the phone…

Here’s why: You’re busy. You’re handling customers… Now the phone rings and you answer it, but you’re only half paying attention. Hey, it’s a pitch. You take down a number and tell him you’ll call back as soon as you take care of the other issues. When you are ready to call back, the tiny piece of paper with the phone number on it has ended up… who knows where. Now you have to hope he calls you back, and if he doesn’t, well – on to another company. That’s why having a pitch on paper is so important.

A journalist can get to email at a time that’s convenient. It’s a written reminder. Everything he needs to know is right there…

10. Be Available

Here’s a little known tidbit: any time a journalist wants to interview someone at a chain store, it’s a mess of red tape.

You have to get clearance from corporate, who then has to clear it with the store, then eventually get back to you.

It’s time-consuming and often not worth the trouble.

That’s why journalists love to talk to locally owned businesses. If you own a toy store, it’s possible that a news organization may just call you unsolicited around Christmas to talk about hot toys. Look, I know it’s a busy time for you, but be available…

A media interview does not have to be a three-ring circus.

A newspaper interview can take minutes over the phone. A television interview can take just a few minutes, and they’ll usually come to your store.

If you tell a media organization you’re too busy for an interview, one of your competitors won’t…

And when it comes time to do another story, they won’t even bother to call because you’ll be known as not being media friendly.

Following just a few simple rules can lead to success in getting in on media coverage.

Once you’ve proven you’re media savvy to a news organization, you’ll become their go-to every time they’re doing a story that relates to your business – and that’s some priceless publicity.

…It’s all part of establishing predictable profits and dominating your market!

In your corner,

Charlie