Publicity can be elusive for the small-business owner, but nothing can be more instrumental for long-term recognition and success.
One secret to attracting interest from a reporter is to position yourself as an expert. Before you say, “But I’m not an expert at anything,” remember that everyone is an expert at something. If you’re a lawyer, you can give legal tips or interpretations. An accountant might offer tax tips. And almost anyone who provides services is an expert in something.
For example, Doug Markham, a Los Angeles-based chiropractor and nutritionist, recently sent out a news release to dozens of radio and TV producers titled, “Eating Fat Does Not Make You Fat.” In it, he asserted that the “low-fat, high-carbohydrate diet that has gotten so much attention does not work.” He said the studies that promoted this diet were biased and contended they were financed by the food industry.
In the following week, Markham received 25 phone calls, including one from CNN, and has been booked for five radio interviews. Why was Markham’s effort so effective? First, his target was radio and television stations, and he crafted the news release to fit that audience. His release touched on much of what broadcasters are looking for: health, fitness, food, and most important, controversy. Not only was he arguing that the conventional wisdom was wrong, but he asserted that the science itself the nutrition studies underwritten by the food industry was corrupt.
Remember Hillary Clinton’s statement about a “vast, right-wing conspiracy” out to get the Clintons? That received an enormous amount of press coverage, proving provocative statements are memorable and entertaining perfect for television.
Since Markham wasn’t sure how to approach reporters, he turned to Paul Krupin, founder of Imediafax.com, a news-release advisory service in Kennewick, Wash., for help. A former attorney, Krupin started his business after winning a big case and vowed never to practice law again. He was so successful promoting his new publishing business that others began asking him for help publicizing their own businesses. He built his media-advisory practice from there, charging about $500 to write a press release. (He’s also the author of “Trash Proof News Releases,” which he sells for $37, plus $5 shipping and handling. Call (800) 457-8746.
Targeting the right person
Krupin says it’s critical to target the right media person, whether it be a business editor, calendar editor or book reviewer. Whoever it is, make sure to spell the name and title correctly. (Find out when the publication or program is on deadline, and don’t call at that time).
“What most business owners need to do is put themselves in the position of the editor or producer,” said Krupin. “You have to look at what they do. The key to being successful is to give them news that’s better than anything else they have. It’s that simple. Everything else is content and style.”
Krupin says many business owners make the mistake of trying to sell their product or service in a press release.
Another common mistake in writing news releases, says Krupin, is trying to tell the whole story. “People write way too much,” says Krupin. “Tell them what the story is about and why it would be good for their audience.”
Remember, a press release is not the first draft of an article.
There’s also a real difference between the needs of print, radio and TV outlets.
“Print media focus on facts and figures. They talk about strategies,” said Krupin. “Why this, why not that? Radio and television don’t lend themselves to detailed information. It’s about sound bites, tone and excitement.
Ready for the press
Krupin says he has to tell many potential clients they are simply not ready to deal with the press. “People who have business services and consumer products think they can walk in with one news release and get coverage. I have to tell them, it’s not gonna happen.”
For instance, he recently met with a photographer who wanted to create a news release promoting his new Web site. Krupin told him to forget it, he was never going to interest the media in a story.
Instead, Krupin asked him, what do you know that people don’t know about photography? The photographer said, “They don’t know how to hang pictures up on the wall.”
Working from that idea, they created a news release with tips and tricks for hanging pictures. It led to a number of print articles featuring Krupin’s client, the photographer, as the expert.
If you have positioned yourself as an expert, the payoff may not be immediate, but be patient. Carl Fowler is the vice president and general manager of the Rail Travel Center, a Vermont-based tour company that specializes in selling rail tours all over the world. Fowler got a call one day from a reporter working for a large circulation senior-citizen newsletter (Fowler’s target market). He was trying to figure out which train was the “real” Orient Express (half a dozen trains claim to be the real thing).
Some months later, the same reporter called back asking Fowler if he had any tours for the fall foliage season, and he has since written several Rail Center tours in the newsletter.
Jane Applegate is the author of “201 Great Ideas for Your Small Business,” and is CEO of SBTV.com, a multimedia site providing small-business resources. She can be contacted via e-mail at [email protected], or by mail at P.O. Box 768, Pelham, NY 10803.
