Discovering public relations opportunities for small businesses can be daunting, but securing press coverage is easier than you might think with the right strategy and knowledge. Regardless of your niche, there are abundant public relations prospects for small businesses every day. The key is to identify them, devise a plan, and effectively communicate with reporters. In this article, we share seven valuable tips to help you achieve success in public relations. These insights are particularly useful for business owners and influencers seeking to explore the realm of public relations. If you’re eager to learn more, we offer an online public relations course called Pitch, Please! Click here to learn more about this exciting opportunity.
Develop a PR strategy
Crafting a comprehensive strategy is the first step towards achieving success in public relations. To begin with, take a close look at where your competitors are featured in the media and pitch those same publications. It’s crucial to consider both the macro and micro aspects of your business. If similar businesses in your niche are being featured in magazines and online publications, you should aim for those as well. If you’re in the B2B space, don’t hesitate to reach out to trade journals.
If you own a brick-and-mortar business such as a bakery, boutique, or flower shop, you should focus on local as well as national press. In addition to newspapers and TV news, you should also include lifestyle shows and other forms of media in your strategy. These features can potentially bring in a multitude of new customers, so be prepared. Keep in mind that media exposure can offer a variety of benefits beyond immediate customer acquisition. To learn more about how to maximize your public relations efforts, explore our online course Pitch, Please!
Once you’ve compiled a list of target publications, it’s crucial to identify the reporters who cover the specific beat you’re interested in. Pitching the right writers is just as important as targeting the right publications. Any missteps here could be a major waste of time.
For instance, if your business is centered around selling vitamins, you don’t want to approach fashion writers, even if they write for the same website.
Similarly, if you’re a winery owner seeking coverage in a travel publication, ensure that you’re not pitching a reporter who exclusively covers airline deals. To avoid such pitfalls, it’s essential to research and understand the specific areas of expertise of the reporters you’re targeting. For further guidance on how to make the most of your public relations efforts, check out our online course Pitch, Please!
Create a media kit
Crafting a media kit is akin to creating a powerful resume that represents your small business or personal brand in a compelling manner. A media kit showcases your achievements, highlights your brand’s identity, and presents a visually appealing package to prospective clients. An exceptional media kit also exhibits your professionalism and expertise in your field. Wondering how to create an impactful media kit? We’ve got you covered with a comprehensive checklist of essential information to include in your media or press kit.
Use HARO
HARO is an invaluable resource for small businesses seeking to gain publicity through public relations. This daily newsletter, available five days a week, offers a plethora of opportunities for qualified sources to be featured in articles on diverse topics and industries. Top publications rely on HARO to source credible information and experts for their articles, making it a go-to platform for businesses seeking media coverage. Stay updated with recent HARO queries through these concise summaries:
- Top-rated Medical Experts to provide advice on choosing the best air purifiers for your home
- Discover the health advantages of avocado oil with insights from a professional Registered Dietitian
- Find the perfect BIPOC dating expert to help you navigate the world of dating with confidence and ease
- Enhance your mental health with expert advice on journaling from renowned specialists in the field
- Unlock the secrets of wine and type 1 diabetes with “The Definitive Guide to Wine and Type 1 Diabetes”
- Stay on top of your culinary game with the best cookbooks of 2021
- Find solace in self-care with our expert tips and tricks specifically designed for busy moms
Elevate your small business by simply responding to media queries through HARO, the free platform for public relations. Don’t miss out on valuable press opportunities by not utilizing this resource. Unsure of where to begin? Here are five expert-approved tactics to maximize the benefits of HARO and get noticed.
Send cold pitches
After establishing your brand strategy, the next step is to pitch your story to writers and editors. Remember, you won’t get coverage unless you ask for it, so it’s crucial to take the initiative.
When crafting a cold pitch, be sure to include the following key components:
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Hi or Dear and the writer’s name
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How you found their work or a recent article they wrote that you liked or shared on social media.
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A short paragraph with information about your business or brand.
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A few sentences about your personal accomplishments such as giving a TED Talk or that your revenue increased 40 percent last quarter.
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An explanation of the types of articles you can be featured in (such as a feature or product round up), or topics you can offer commentary for.
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A good email signature.
At [Your Business or Brand Name], we understand the importance of effective public relations. That’s why we offer a comprehensive online PR course called Pitch, Please! which covers various aspects of PR in depth, including the topic we discussed in this email.
If you’re unsure whether this is the right time to enroll in a PR course, we’ve compiled a list of nine signs to help you make an informed decision. Enhance your PR strategies today and take the first step towards achieving your business goals with Pitch, Please!
Don’t forget to follow up
Sending an email pitch to a top journalist can be daunting, especially since they receive hundreds of emails every day. However, don’t be discouraged, because following up is crucial in increasing your chances of getting a response. It’s important to remember that not receiving a reply does not mean a rejection, as many writers are too busy to reply to every email.
As a professional, you can be persistent without being pushy. You may follow up on your pitch every week or two, as a general rule. However, if you’re pitching commentary for breaking news or a time-sensitive topic, you may want to follow up sooner.
At [Your Business or Brand Name], we understand the importance of building relationships with journalists. That’s why we always follow up on our pitches, and we do it in a way that is professional and respectful. Let us help you achieve your PR goals, and reach out to us today!
Feel free to pitch again when you have a new launch or timing is relevant to your expertise
As a PR professional, it’s important to remember that following up on your pitch can make all the difference in securing media coverage. If you’ve pitched a reporter a few times without success, don’t hesitate to reach out again when you have new and relevant information to offer.
For instance, if you’re an Etsy shop owner and just launched new products or you’re a health and wellness coach, and you have expertise to share, timing your pitch seasonally can be beneficial. For example, pitching your expertise before the New Year, when writers will be covering health and wellness in great depth, could increase your chances of securing media coverage.
At [Your Business or Brand Name], we specialize in strategic PR outreach and have helped many clients secure media coverage through our tailored and professional approach. Contact us today to learn how we can help you achieve your PR goals.
Collaborate with celebrities and social media influencers
Partnering with celebrities and social media influencers can be an effective strategy to promote your tangible products. Collaborating with individuals who have a significant following can increase your brand’s visibility, not just on social media, but also in mainstream media. This means when you reach out to journalists, having a popular figure endorsing your business or product can enhance your credibility and improve your chances of securing press coverage, which can ultimately lead to increased sales.
Keep going
As a seasoned Forbes writer, I specialize in featuring small businesses and emerging brands in my interior design articles. While I make an effort to respond to all business inquiries, the truth is that for every email I open or person I reply to, there are several others that I don’t. Hence, it’s crucial to keep refining your pitch and persisting, especially if you have a remarkable brand and product to offer. By doing so, you’ll eventually attract the media coverage you desire.
If you’re looking for effective ways to pitch writers and secure major media placements for your business, check out our exclusive masterclass: ‘How To Get Major Media Placement In 20 Minutes A Day.