Recent posts
In today’s digital age, where user-generated social media and paid advertising seem to dominate, securing local earned media can be a game-changer for validating and building trust for a small business. Earned media refers to the exposure your business receives through media coverage. Essentially, it’s the kind of publicity money can’t buy. For small businesses, landing a feature in a local newspaper (online or paper), radio station, or TV station can significantly boost visibility, credibility, and customer trust.
So, here are a few strategies to help you score local earned media.
1. Build Relationships with Local Journalists
The first step in gaining local media coverage is to develop relationships with journalists in your area. Get to know the writers and editors who cover your industry or local business news. Follow them on social media, comment on their articles, and attend local events where they might be present to strike up conversation.
If you’ve done this, once you have a story to share you’ll be able to personalize your pitch to them (and might even have their contact info). Highlight why your story would be of interest to their specific audience. Remember, journalists receive countless pitches daily, so make sure yours stands out by being relevant, timely, and newsworthy.
2. Create Compelling Stories That are Bigger than Your Business
This is perhaps the most important tip. To capture media attention, you need a story that’s worth telling. Think about what makes your business unique or how you’re impacting the local community. Are you launching a unique new product, hosting a charity event, or celebrating a significant milestone?
Remember, journalists aren’t looking to advertise for your business. Consider tying your business’ story to larger trends or issues in the community. For example, if you own a restaurant, you could pitch a story about how you’re incorporating locally sourced ingredients that support nearby farmers. A compelling story angle will not only grab journalists’ attention but also resonate with their readers or viewers.
3. Leverage Press Releases
A well-crafted press release can be an effective tool for gaining media coverage. When writing a press release, ensure it is clear, concise, and newsworthy. Start with a strong headline and lead paragraph that summarize the key points of your story.
Include quotes from you or other relevant individuals to add a human element to your press release. Don’t forget to provide contact information and any additional resources, such as high-quality images or videos, that journalists can use in their coverage.
Once your press release is ready, distribute it to your local media contacts and consider using online press release distribution services to broaden your reach.
4. Engage with Your Community
Active community engagement is another way to gain local media attention. Participate in or sponsor local events, collaborate with other local businesses, or organize charity drives. Being actively involved in your community not only strengthens your brand’s reputation but also increases the likelihood of media coverage.
Share these activities on your social media platforms and tag local media outlets to increase visibility. Journalists are always looking for positive community stories, and your involvement might just be what they’re looking for.
5. Utilize Social Media Wisely
Social media is a powerful tool for attracting the attention of local media. Use platforms like Instagram, Facebook, and Twitter to share engaging content that highlights your business’s unique aspects.
Tag local media outlets in your posts, use relevant hashtags, and encourage your customers to share their experiences with your business. A viral post or a significant social media buzz can catch the eye of journalists looking for trending local stories.
6. Be Consistent and Patient
Scoring local earned media is not an overnight process. It requires consistent effort, patience, and persistence. Keep reaching out, engaging with your community, and refining your story angles. Celebrate small wins, and remember that building a strong media presence takes time.
By following these strategies, small businesses can effectively secure local earned media and enhance their visibility and credibility in the community. Remember, the key is to create genuine, newsworthy stories that resonate with both journalists and their audiences.