Small Business Today Magazine OCT 2014 THE EFFORT COMPANIES | Page 43

EDITORIALFEATURE

Small Business PR: 

How to Get into the News Today
By Jennifer L. Jacobson

S

hort of landing a TV segment for a
new store opening or a local, downthe-street breaking news event, small
businesses often have trouble getting
into the news on a regular basis.  But that’s
no excuse to focus exclusively on advertising and stop thinking like a press agent.

As an entrepreneur, you’re likely to be
a smart person with a lot of ambition, insight, and experience.  You have something
valuable to share, so why should the world
be deprived of what you have to say when
it comes to your industry?

Do you own a bakery?  Offer advice to
local or industry reporters on seasonal
bread trends.  Debunk myths about whole
wheat.  Offer your expertise on what the
wedding industry is looking for this summer.

Do you run a flower shop?  Same thing;
offer insight into what color roses are hot
for prom, what wedding flowers to avoid,
and how to give new moms a thoughtful
bouquet that lasts.  Show off your expertise.

You don’t have to wait for your store’s
next launch, campaign, or big announcement.  Successful communications are not
about one point in time; they’re about
momentum.  Successful communications
mean strategically sharing something that
will (1) provide useful information to your
audience and (2) support your brand’s
objectives.  It’s not rocket science.   

Starting today, here are five things that
can help you move the PR needle:

1.Start a Blog

Write at least one article a month.  Plan

about two months ahead and start offering insight and even contributed articles
that speak to seasonal and industry trends
that will impact your customers.

2. Share Your Data

 If your business has been around for
more than five minutes, you have data.
Look for the most interesting data that
you can share about your market or area
of interest.  Then, look for the movement
and/or contrast where numbers move
drastically or data is in stark contrast with
itself.  That’s where you’ll find the story.