As Oscar Wilde famously said, “There is only one thing in life worse than being talked about, and that is not being talked about.” And when it comes to your business, this certainly rings true!
Having people talk about your business – for the right reasons – is something that all small business owners want.
And getting media coverage for your business is a fantastic way to achieve this. But a lot of people are put off by the idea of having to pay a fortune to a big PR agency to do this for you.
Well, what if told you, you could generate your own media coverage for your business, by doing your own PR? And what if I also told you, you could do all of this from the comfort of your own home? Sounds good, right?
The fact is, it’s perfectly possible to get your business written about in newspapers and magazines, or even spoken about on TV and radio stations, by doing your own PR. So take a look at these top tips for generating media coverage from the comfort of your home.
1. Make a Plan
Before you start any kind of PR activity it’s important to map out what you are hoping to achieve and how you plan to do it. Think about what benefits you’d like to see from your PR campaign – would you like to raise your profile, position yourself as an authority in your field, build a buzz about your business, reach a new audience or a combination of all of those? Grab a cup of coffee and take a few moments to jot down what you’d like to achieve with your PR campaign. When you know that, you can think about how you are going to do it.
2. Decide on Your PR Activities
There are a host of PR activities that you can carry out during the course of your PR campaign – which ones do you want to try? Will you send out a press release, hold a press event, connect with bloggers, or use social media for PR success? From the comfort of your desk, have a think about which activities will work best for this particular PR campaign and make a rough plan of what you want to do.
3. Do Your Research
It’s important to research which publications are going to be the best ones for you to appear in. Will you target newspapers, magazines, trade publications, blogs or digital media outlets? Which ones are likely to want to feature a story about you and your business? Which ones will be a good fit for you and your business? Grab your laptop and do some research, then make a list of media outlets to target.
4. Celebrate Your PR Success
When you do achieve some coverage in the press, you need to make sure you tell people about it. Put links to your paper or magazine articles on your website and tell people about them on Facebook and Twitter. Or if you have appeared on the radio, make sure you get a recording of the interview so that you can send it out to people and/or link to it from your site. If you’ve worked hard to get some brilliant PR coverage then make sure you celebrate it! This also helps to build credibility for your business.
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Dina Behrman runs Dina Behrman Communications. She has more than a decade's experience in journalism, writing for national UK publications such as The Guardian, The Telegraph, Mail on Sunday, Daily Express, and many women's magazines. Her DIY PR coaching packages and products help small business owners and entrepreneurs to get publicity for their businesses.