Five-step process to get your small business in the news

Do you want media to cover your small business but don’t have money for a PR firm?

I’ll let you in on a secret. You can do your own PR – really – and help your business gain the name recognition and credibility it deserves.

I am a trained journalist who spent years churning out up to seven stories a day for local TV affiliates. I’ve also taught professionals just like you on how to work with the media. I’ve found a little effort and a little training go a long way in getting in the press.

Have hope. You don’t have to wait until your business is rolling in the dough to get in the news. Here’s a simple, five-step process to DIY your PR:

1. Know what reporters are covering. This may sound basic, but it’s easy to overlook. Determine what media outlets you want covering your business. Then make it a habit to watch those newscasts and read those publications. Know what those reporters are covering, and who you think will be most interested in a story idea about your business. One way to get a deep dive into a reporter’s passion is to follow the reporter on social media. A quick review of the posts will show what the reporter is most interested in.

2. Choose a relevant topic. Choose a topic that features your business but, most importantly, is of relevance to the audience. It could be how your business is solving a problem, such as how to plan a wedding on a budget or how to prepare a lawn for spring. Choose a topic that is of interest to the media outlet’s audience and positions your business as the expert.

3. Create a ready-made pitch. State the story idea, why it’s important to the media outlet’s audience, and what you can provide. Offer interviews with an expert from your business and someone who has experienced the topic, such as one of your customers. Plan ahead for visuals – tell them what kind of b-roll for TV and photo opportunities for print are available. Make your pitch a one-stop shop for the reporter.

4. Reach out to the reporters directly. Share why your pitch is important to reporters and to their audiences. DM reporters on social media or email them. Sometimes media outlets provide email addresses of reporters on the outlets’ website. You can also call the media outlet and ask for the best email address for which to send a story idea.

5. Follow up after every media interview you get. Your goal should go beyond getting in the news. Your goal should be to develop a long-lasting relationship with the reporter. Send additional story ideas. Offer to be an expert whenever needed.

Need some help with your PR? Let me help.

Hi, I'm Allison Sit, TV reporter turned PR consultant. I help motivated small business owners gain visibility and media exposure for their companies.

Follow me on Instagram at @allisonsitpr.