Once you follow them online, you can start replying to their tweets and engaging with their content. By doing this, you will become top of mind for them when they need a news source. Or, even better, they’ll think to contact you when they want to do a story on a local small business.
Similar to growing engagement on your social media channels, this can take time, but it can create a great return on investment when a reporter starts pumping up your small business!
3. Write Your Own Press Release
If you have something newsworthy happening, write your own press release! There is no rule that only agencies can pitch to the media – so why not advocate for your small business and pitch what you have going on. You can publish them on your website and social media and even pitch directly to the media. Most publications have their pitching email addresses right on their website, so do your research and pitch to the right place for the best chance at getting picked up.
Not sure how to write a press release? There are lots of great resources out there that can help you, including this HubSpot blog that will walk you through step-by-step.
Things to be cautious of:
- Be sure you check your grammar and spelling – think of this as a job application. You want to make a good impression.
- Don’t overpitch – nothing can get you blacklisted from media faster than sending too many press releases that aren’t newsworthy. Really think about what it is that you have going on before you decide to pitch. Would you want to see that story on the news? If not, then maybe save your pitch for another time.
You must advocate for your business, and this sometimes means reaching out and asking for free press. Remember that relationship you were building with reporters? This is where it may come in handy. Having this pre-existing relationship will give you the leg up on other small businesses in your industry because the reporter has come to know you, even if it is through social media.