Valentine’s Day is around the corner and it’s not too late to get your small business a little love from the news media. But you have to act fast. Wait any longer and you may as well (Hershey’s) Kisses your chance goodbye.
Many small businesses can share in the Valentine’s Day media glow, some of which include:
- Restaurants & bars
- Clothing boutiques
- Jewelry stores
- Wine shops and liquor stores
- Candy shops
- Hair and nail salons
- Bed & breakfast inns
To come up with a story idea that could find its way to a reporter’s heart, keep these tips in mind:
Originality: reporters love unique ideas that can help them add a little freshness to an otherwise stale, been-there-done-that story.
Lists: reporters also like to create lists for holidays and special days like Valentine’s Day, Mother’s Day, Easter, etc. Reach out to a local lifestyle reporter to suggest a themed product or service offering to get added to the annual list.
Get to the point: when communicating with a reporter, get to the point fast. Be sure to cover the Who, What, Where, When and Why. Be prepared to answer why is this important to the reporter’s audience.
If at first you don’t succeed…: just like the saying, be persistent in your pitch to a reporter. Start with an email, then follow up with a phone call where practical. Still no response? Follow the reporter on Twitter and retweet a couple of his or her tweets. Try a friendly follow-up email after that. Every pitch should have between 3-5 touches, which today includes email, phone and social media.
Be available: if a reporter decides to interview you and suggests a date and time, then do your best to make yourself available. Remember, the reporter is doing you a favor, not the other way around.
There are more tips, to be sure, but if you follow the suggestions above you will greatly improve your chances of success.
Got any tips you want to share? Feel free to comment below.
About Dave Manzer: Dave Manzer founded his own small business PR agency in Austin in 2009. Dave Manzer PR and Marketing helps startups and emerging growth companies become recognizable brands through innovative, value-driven PR campaigns. He also launched PR over Coffee to provide small business PR advice so that entrepreneurs and startups could practice “DIY” PR and promote themselves to a much wider audience. For more information about Dave or PR over Coffee, email info(@)PRoverCoffee.com.