Industry-specific publications are filled with information that can benefit small business owners, but they are often an overlooked source of publicity, too. Whether promoting new product launches, celebrating an important anniversary, or sharing technology advancements through an article, industry publications are an excellent way to endorse and advertise the expertise of a business – without paying for it.
Developing a Relationship with Industry Media
The key is to develop a relationship with the media that covers the industry. Lois Lane’s stories were front and center when Superman was mentioned in The Daily Planet, because she often had an insider tip about when and where Superman would appear next. Small business owners don’t have to know the man with the ‘S’ on his chest to get free publicity, but Lois did have the right idea. It’s important to develop relationships with the right people.
Small business owners might have the most exciting breakthrough ever to hit the industry… but if they’re not sending the information to the right person, they won’t see it in print. The first step in building successful relationships is to compile a list of contacts for television, print, and radio sources. Call the station or publisher to find the person responsible for the content that will be submitted. Find out what the guidelines for submission are – does the contact prefer e-mail, fax, or hard copies? Send an e-mail introducing the company or call the first time a press release is about to be submitted. Stay in touch to stay top of mind.
Consistency is the second step for solid relationship building. Small business owners should develop a media plan that outlines ideas for continued communication. Is there an anniversary coming up? Will the company be exhibiting at an upcoming trade show? Has the business web site been revamped? Be persistent – a publication won’t have room for a press release in every issue but by sending relevant information, business news will be published eventually. More importantly, don’t miss deadlines – the person who responds consistently and quickly to requests for information will find his company’s information front and center.
Communicating Effectively with Small Business Media
In the academic world, there’s an old saying: Publish or Perish. That old saying applies to the print industry as well. Review the editorial calendar of industry publications to see if an upcoming issue has a feature that fits. In addition, review the types of releases already being published in each publication. One magazine may publish personnel changes, another may not. By making a list of the appropriate categories and the types of information currently making it into print, small business owners will have a better idea of what to send each media source.
Becoming a technical resource is often an effective way to gain additional publication opportunities. If an editorial calendar lists an upcoming issue with topics that is the specialty of the small business, check with the media contacts to see if there’s an chance to write an article.
Whenever possible, include a photo when sending a press release. Photos can easily be attached to email. Common formats include jpg and bmp, and a resolution of at least 300 dpi ensures that the photo is high-enough quality for publication.
Small business owners don’t need to know the Man of Steel to keep their business name in front of potential customers. By utilizing the opportunities for free publicity offered by many media sources, they can reinforce their advertising message and gain exposure to a whole new audience.
Dianna Brodine - Dianna is a professional writer and editor with more than 15 years of experience in the publishing, marketing, fundraising, and insurance ...
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