Paul opens his favorite business magazine to find a ... with Amazon's Jeff Bezos. Then he picks up ... paper and reads a long story on a new donut ... built in his town. Lat Paul opens his favorite business magazine to find a fawninginterview with Amazon's Jeff Bezos. Then he picks up themorning paper and reads a long story on a new donut chainbeing built in his town. Later he catches a feature piece onCNN about a guy who sells funny handmade shoes andlearns accounting secrets from a CPA in Ohio.Media hands out millions of dollars in free publicity everyday. As well as advertising works, a media story about youalmost always pulls better. The familiar and respected voiceof a newspaper editor, magazine writer, TV reporter, orradio personality talking about you holds lots of weight withthe audience.How do all these businesses get media coverage? Thesecret varies depending on what your business does andHOW BIG it is.Large in-the-news businesses like Amazon.com getcoverage for practically any development. Political figuresfind their words in the media for almost anypronouncement. The local college football team gets presseven if there is nothing much to cover.A Different PR Strategy For Small BusinessesYour small business can have a much tougher time if you tryto approach media the same way big organizations do.Media is almost entirely owned by large conglomerates andstaffed by media pros who have never worked in a smallbusiness. The overall industry mindset is that big business isnews and small business is--well--rarely news.This all changes, though, if you offer good information oradvice that will be helpful to the media outlet's audience.Newspapers love it when a tax expert offers tips around taxreturn time. Radio stations get a big kick out of anyonewho can keep their audience laughing. TV likes anythingthat is visual and brings out emotion (hide the keys to a newcar in a pool of jello, ask contestants to swim to win, andwatch every TV station in town turn out).Let's focus on you as the media savvy expert. This iswithout question the best strategy for consistently gettingyour small business in the media.Start by taking inventory of the areas you are, or couldbecome, an expert in. Think in terms of the kinds ofinformation a general audience would find interesting,helpful, or moving (these days many in the media try less toexplain and more to create emotion).If you have a day care center, make a list of ten ways tiredparents can keep an energetic youngster entertained andlearning. Run an auto body shop? How about ways toavoid getting taken by mechanics and insurance companiesafter an accident.If your area of expertise can relate to a hot topic in thenews--all the better! Historians, lawyers, detectives, andpolitical scientists get in the media several times each yearby giving informed tips relating to an event or scandal in thenews. You may even be able to provide a local angle for anational story.Finding Media Who Will Cover YouI have found the best way to get covered by newspapers isto first find the reporter who handles stories like yours.Read through the paper's web site. It usually tells whichreporters are assigned to particular topics (like the businesseditors or technology reporter). Many papers give reporterswide leeway in what stories they cover. Call the reporterand deliver a short, too-the-point message on why you havea story THEIR AUDIENCE would find interesting. Get tothe juicy, memorable part first.Follow up quickly with a press release, question and answerpage, and a bio about your business history (sometimescalled a backgrounder).This same strategy works well for getting covered inmagazines, industry journals, and on major web sites. Usesearch engines to find articles on topics that match yourbusiness. Look up the article, find the author's emailaddress, and suggest another related story that, of course,includes your business or expert information. This oftenworks surprisingly well to generate PR for you.ProfNet.com has a service where journalists and writers canpost topics they are trying to get information on. As abusiness or non-profit, you pay $50 to $100 per year to seethese posts. Your multiply your chances of getting coveredby ten when you respond to a reporter with good usableinfo.Magazines often post a list of subjects they will be coveringfrom one issue to the next throughout the year. This isparticularly true of industry publications.Expanding To RadioWhile you have your media materials in hand, call local talkand news radio shows. Speak with the host or producer.Explain what is interesting about your information and,again, follow up with your release, Q&A, and bio.The same strategy can work for getting you on top radiomorning shows. Radio comprises well over half of all themedia outlets in the US and many other countries. Don'tover look it.As you get media coverage, collect quotes from the mediafolks who have worked with you."Jean kept the phones lit up for an hour"KXXX San Diego, CA"Interesting information every home owner should know."The Daily News Canton, OHBuild your list of stations and publications your business hasbeen featured in. Include reprints when possible. Mediafolks love to cover stories and feature experts who havealready been successful elsewhere.Stay in touch with media who cover you. Send ahandwritten thank you note to editors, reporters, and on-airpersonalities. Make sure YOU are the expert they think ofwhen your topic comes up in the news throughout the year. Article Tags: Media Coverage, Small Business Source: Free Articles from ArticlesFactory.com