10 Tips to Promote Your Business in the Media

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1. Why?

Ask yourself why you want publicity for your business. Is it for increased awareness and sales? Or to establish yourself in your local community? Or for some other reason? Your personal motivations will help you to decide who to target and how to do it.

2. Selling points

Set out your strengths. Your business has a unique selling point; get it straight in your head and tell employees, customers, suppliers, friends – everybody. It is a matter of understanding what it is and how to sell it to the media.

3. Research

Research the media options. Local, regional or nationally? Do you know when the news section that is relevant to your business is in the local press? Which business magazines and journals are relevant? Is your story of enough interest to approach local or national TV stations? When do radio shows cover business issues? Find out the name of the media contacts and editors and keep a list.

4. Press releases

Writing a press release, a short and interesting article on your business, is the usual starting point for getting media coverage. The basic structure should contain an interest-grabbing headline, followed by a summary first sentence, then the bulk of the story. Make it short and succinct: no more than one side of A4. Follow this up with a telephone call, particularly to radio and television stations to see if they would be interested in an interview with you.

5. Contact information

Have you included your contact information? This should include your company's and your name, telephone number, website (for any additional research) and email address.

6. Tailor your story

Does your story connect with a particular location and/or publication? If so, be sure to tailor it to those circumstances. This will make interesting reading and increase your chances of publication or coverage in the local newspaper or on regional television or radio stations.

7. Simplicity

Although you understand the intricacies of your business, the average reader or listener will not. Keep your story simple and leave out any industry-specific phrases. Think about the impact of your news on the everyday person, would he/she find it interesting?

8. Online media

Most magazines, newspapers, TV and radio stations have websites which are updated regularly. If your news story does not make the print or screen, consider submitting it to the online sites. This option may allow a link to your website for people who ask for more information.

9. Distribution

Sell your story into all appropriate media, including local radio and television stations, business magazines and newspapers. Always follow up your article with a call to ensure that your story is at the forefront of their minds.

10. Interviews

If you are offered the chance to be interviewed, be prepared. Spend some time thinking about answers to difficult questions, look smart and be relaxed. Investigate who will be interviewing you and familiarise yourself with his/her technique.

About the Author

Len Collinson has been the FPB's National Chairman since 2002. He is a founder and a director of Collinson Grant Group, the firm of international management consultants, and has investments in three other companies.

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