Get into the media!

If you have something really interesting to say, you’ve done something of interest or you have an area of expertise, then Local Edition – and other media outlets – will want to hear from you.

As Richard Swancott explains here, you can build a PR campaign with nothing more than some time.

THERE seem to be some pre-conceived notions of what PR actually is. Opinions vary from ‘spin doctoring’ – someone pulling the strings from the background – to schmoozing with editors in swanky restaurants, to organising booze-filled celebrity parties.
Sadly none of those are true, at least not in Stoke-on-Trent! Instead, PR is all about telling the people you exist, and creating a positive image of your company in their minds.

The big companies all have their own PR experts on hand, to make sure they are never out of the news. But there’s no reason it can’t work for a small business, or a start-up business, as well.

And here’s the best bit – you can do it yourself and it doesn’t have to cost anything. All you need to understand is who your market is, and which newspapers they are likely to read, which radio stations they listen to, and so on. Then you can put together a newsworthy story, and if you send it to the right person, you have a good chance of getting featured. The right person would be an editor, or a presenter – names and contact details are readily available on the web.

The difficult part is catching their eye. They get hundreds, if not thousands, of emails every day, so you have to grab their attention, and the only way you can do that is by putting together an interesting story.

You need to know what stories go into your target publication, or onto your target radio show. It could be something like an event you’ve organised, or a big contract you’ve secured, or some money you’ve raised for charity.
One thing you have to do is dedicate some time to it. If you are prepared to research your targets, think about newsworthy stories, and write press releases, this could really work for you.

• If you need some helpful advice on how to get publicity for your business, contact Richard Swancott at MarketCare Public Relations on 01782 416371, or 07880 733138. You can also contact me via email at richardswancott@marketcare.net.
• Local Edition offers basic PR services inclusive to sponsorship. More information.