7 principles for small businesses to get free television press

Of the small business owners using PR or public relations whenever possible it can drive a flood of traffic and revenue to their business. According to Al Lautenslager, award winning marketing and PR consultant, "PR is the number 1 guerilla marketing tactic for small businesses."

Rule #1) is to go local! The reason you want to go local is that many media outlets are owned by bigger corporations and if your story has national implications there is the possibility of getting it picked up in the national press. Your local news media is much more willing to listen to your story pitch than is the national media or is Oprah.

Rule #2) Figure out the best media to use and it can be the local newspaper, the local radio or TV stations and the Internet. Each has their advantages and disadvantages. Typically if the New York Times publishes an article on the front page and the TV stations tend to follow their lead. Some stories are better suited for Newspapers than are TV when they first break. It depends on the visual nature of the story. At My Success Gateway, LLC we have been covered in all 4 big media: Newspapers, TV, Radio and Internet.

Rule # 3) Find the right person to speak to. I always like speaking to the actual reporter especially in the newspapers since they tend to know about their subjects i.e. environment and climate change. In TV you can always ask for the assignment desk or the assignment editor. I also find show producers helpful.

Rule # 4) You have to be current with the news that is happening in your area. make sure that you don't forget the hook! For example let's say you are a chiropractor and evey year there is a big marathon in your city. Set up a chiropractic station at the finish line to treat the athletes post race with their back pain. Now you want to get on the phone with the news media and let them know that X % of runners experience back pain (hook) and that you are treating them at the finish line gratis.

Rule # 5) News media has to sell stories. When they do this they tell you to sick around to not change the channel because they have a "new" back pain solution that you don't want to miss. If you tell this to the assignment editor he will apprecite it because you are really helping him shape the story for his broadcast and keep his viewers on his channel. He needs ratings!

Rule # 6) Make sure that there is a payoff for the viewers! The viewers probably already know that there is going to be a marathon in their city and might know some of the runners in the event. The payoff for the runners is to learn how to manage their back pain after their marathon. The TV station will love doing the story because it offers tips on wellness and they are being perceived as a community contributor to the story and this will hold and attract viewers.

Rule # 7) Tell them you want to make a fast story pitch! 9 out of 10 producers, assignment editors and reporters will say yeas to 30 seconds, but not if they are on deadline. If they do say yes have your duicks in a row and start talking and doln't shut up until they tell you to. If they like the story they will tell you. They will ask for mor einformation. If they say e-mail it into news@newsstation.com that means it won't make their broadcast. If they ask you to mail it to their e-mail directly you stand a better chance.

Conclusion, all businesses have the opportunity to get in the news. It helps when you know how to navigate the newsroom like a professional.

About the Author

If you want to brand your company and get on the local radio news learn from a media insider how to be a PR Machine with Home Study Course on PR or listen to the Free Interview Get your own completely unique content version of this article.

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