Target small media for a big PR boost

In my PR consulting, I ask my clients for their ideal placement -- what would make them feel like a PR success. I often hear national morning shows or names of major magazines.

What I’ve found is that those pie-in-the-sky placements might not be what they truly need. They don’t need people in New York or Omaha to know their names. They need name recognition in their own city or in the niche most likely to buy their products.

Do you know that neighborhood publication, the one you may roll your eyes at when it comes in the mail or on your doorstep? Let me tell you a secret: It’s well read.

Is it because of stellar journalism? Likely not. It’s because everyone wants to know what’s going on in their neighborhood.

The same is true for businesses that sell to other businesses. They want to know how they measure up in their industry, whether a new company is advertising a similar product, and industry knowledge that can help them make a sale.

My PR encouragement is this: Set your sights on reaching the media that reach your ideal customer. Suspend your judgement of the so-called importance of these publications. Forget trying to get your name in lights or having some big placement that will impress your friends.

Because the goal is this: Growing your business. Period.

In my next post, I’ll share what to do if you want to reach media that touch your ideal customer.

This is part four of a five-part series. Read my article on four tips for PR newbies.

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.