Want to get local media coverage for your small business but not sure where to start? In this presentation we give you all the steps you need to start getting local radio, TV, and newspaper coverage for your business.
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How To Get Local TV, Radio & Newspaper Coverage For Your Business
1. How To Get
Local TV, Radio, &
Newspaper
Coverage
For Your Business
2. Do you have a retail shop, restaurant,
or offer services to a local community?
Your business can benefit from local news coverage. The
following guide will help you target the right people to get
meaningful, local news coverage, which will move sales.
3. The Keys to
Local PublicityFirst, define your target. Thinking
broadly, your company will probably
have two types of targets:
4. Local “Mass”
Media Coverage
Publications that will have interest in your business
because of your location. Your local broadcast
stations, radio stations, and newspapers fit into this
category.
1)
5. Local “Interest Based”
Media Coverage
To continue with the restaurant theme, this group would include food blogs
that cover local restaurants or perhaps sites that cover local weddings (if
your business conducts events).
2)
7. How to Find Local
Newspapers
While you probably know the local daily newspaper(s),
you may not be familiar with all the weekly papers, the
college newspapers, or small neighborhood papers.
8. A good starting point is the the NYPL
that lists newspapers by state and city. In putting together your list of
newspapers, try to include newspapers that cover your city, county, an
adjacent city or county, or your state as a whole.
9. How to Find Local
Radio Stations
The signal of a powerful radio station will carry across the
county or even state lines.
10. There are 14,728 radio stations in the United States
(as of 2011).
Chances are there are dozens of stations whose signals reach your area.
Radio Locator will identify which signals reach your area by zip code, where
the signal originates, the format of the radio station, and in many cases,
contact information.
11. How to Find Local
Television Stations
I think most people are familiar with the TV Guide.
12. How To Find Local
Online WebsitesThe biggest online network of local coverage is AOL’s Patch Network
with individual websites for several hundred neighborhoods and cities.
13. For local business
coverage,
Business Journals have unique
coverage of about 20 different
major urban areas. To find
additional local websites in your
area, do a Google search with
the name of your area and the
words “news”, “blog”, or “event
calendar”.
14. Target the
Right People
Depending on the size of the newspaper, there might be up to four or five
people to target with a story about your business. You can target reporters
from different sections, as well as their editors.
How to
at the Right Media Places
15. •Your top goal would be to get a review of your restaurant.
•The paper might have a recipe section that you would want to contribute.
•There might be an opportunity to pitch stories about foods that are in
season.
Food Critic and/or Editor
of the Food/Dining Section1)
16. •Are you participating in a fair, charity event, or hosting an event open to
all? If the paper has a calendar, you want to get the event listed. But more
importantly, you want to be part of the paper’s coverage of the event.
Entertainment/Cultural Events
Reporter or Section Editor2)
17. •Has your business done something newsworthy or interesting?
•Have sales increased because you changed the menu, like offering family
size portions to help large families save money when going out?
Business Reporter
(this may not apply to restaurants as
much as other businesses)3)
18. Radio and
TV Stations
Can Work Differently Than a
Newspaper
In some radio and TV stations, each program may have editorial freedom.
19. by a combination of the on-air personalities or the show’s producer. If the
show is large enough, it may have a booker who specializes in obtaining
guests. When going after TV coverage and radio coverage, target specific
shows or even segments. With radio and television programs, I would focus
on targeting producers and bookers.
Which guests are interviewed may be determined
20. If you’re paying for
advertising is the press
free?
Killer Radio
Tip For
Restaurants
21. There are a couple ways in which
you can structure your advertising
in order to get editorial coverage.
Specifically, if you are a good
advertiser, they will “remote” from
your place of business. During the
show, the guests will often
comment about how they are
broadcasting from your place.
Killer Radio
Tip For
Restaurants
22. While press releases have their place, they are not the key
to getting local press coverage. In fact, I think
drafting a general press release can
distract a business owner
from developing
individualized pitches
for their media targets.
Hint It’s Not Press Releases
How to Pitch to Get
Media Coverage:
23. So, even being conservative, the newsroom at The
Lincolnite can receive upwards of 500–600 press
releases per day. And now here’s the killer bit. The
Lincolnite aims to publish around 15 stories per day. Or
a few more if it’s an exceptional news day. So if you’re
sending them a press release, you’ve got a one in 40
chance of getting it published on The Lincolnite.
!
Paul Kirby
What are the chances of your press release
being picked up by a regional news website?
24. What Should
Your Email
Contain?
Which do you think has a better
chance of being read by a
journalist or producer; one of the
hundreds of press releases sent
to them or a personalized e-mail?
25. First,it’s important that you establish this is not a form email; the email is
specifically written for the recipient. This can be done by using the
name of their show in the subject line of the email, using their name
in the greeting, and referencing a recent story they have covered.
26. Second,tell them what you want and give them a reason that their audience
would be interested in the review or story.
27. Let’s say that you want them to review your
restaurant. You might make the following types
of pitches:
1) We are new - you have the chance to do the first review.
2) We are special - we are the only (type of cuisine) place in this
(neighborhood). Also, this has many variations as well.
3) We are popular - find out why we are the most popular (cuisine)
in (neighborhood).
28. An Email is
Not Enough
Getting a reporter to cover you is like
selling to a major client. It will usually
require follow-up, persistence, and a
positive attitude.
!
If they respond to your first email
consider yourself lucky. If they do not
respond, wait a week and then follow-
up with a phone call and another
email.
30. Ask What They Want
Great public relations professionals
always ask what I would like to discuss
before I conduct the interview. This helps
both the interviewer and the subject of
interview, as the answers are likely to be
higher quality and more detailed.
31. Do a Walk Through
As the expression goes, “practice makes perfect”. If you’re
doing an interview, write down the question that you expect
to be asked and role play the interview
with a colleague or friend.
In the example of the restaurant,
you might want your best waiter
and busboy to take care of a
critic’s table. Making sure
everyone knows their role in
advance prevents snafus.
32. Make it Visually or Musically Appealing
You want to make sure that there are
great visuals for stories that appear
online, in a newspaper, or on TV. With
online stories, you want to provide a
number of high quality photos of your
storefront and customers using your
products for them to insert into the
story. With radio, you want to
provide a musical or
sound background.
33. How to Make Sure You Get the
Right Type of Press
Final Points
34. Despite what Donald Trumps says,
there is such a thing as bad publicity.
Point 1
Donald Trump once famously remarked that there is no such thing
as bad publicity. In his mind, the goal is to get attention.
35. bad publicity is generally far worse than no publicity. The responses of a
small company to negative publicity are less likely to get coverage, leaving
the public only hearing the negative.
For small businesses,
36. The first rule of thumb
When dealing with reporters or
media types is to look at the
stories that they write. If they
tend to do “feel good” human
interest stories, chances are
the publicity will be good.
37. Not all publicity leads to sales.
Point 2
When thinking about where to target, it’s
important to consider who will be reading
the article (or watching the video).
38. Example:
Where I live, there is an annual “Taste of 5th Avenue”, where local restaurants
provide samples of their food. Local reporters tend to attend the event, talk to
people, and take a few pictures.
39. Example:
If you had a choice, which would you prefer to have: a picture of the reporter
eating your specialty dish, with a caption that mentions your restaurant? Or a
quote in the paper about the event?
40. A picture of your beautiful looking dish may elicit the response like “That
looks good!”, and serve as a catalyst for new people trying your restaurant.
A quote about the event will not have the same impact.
The answer is the picture.
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