This content has been marked as final.
Show 41 replies
-
Re: Event: How can I get the media to feature my business?
NatOnline Jun 13, 2008 2:11 PM (in response to SBC Team)Hello Matt,
I've got a question regarding promotion on targeted audience in beauty magazines on internet.
We've got an e-commerce at http://www.natural-elements-online.com/ and try to promote our website with different ways.
I recently contacted a magazine in beauty, body care, etc...with 90,000 subscribers in 30 cities via emails. The quote was estimated at $19,995, of course we can't afford that, then asked another quote for a shared newsletter via emails estimated at $2000. I could also get a Banner Ads: $1,500 per month on their site.
Well this is tough to find a media promoting our website for less than that. It seems very difficult for a small business like us to use medias without spending a lot of money.
Do you have any suggestions to promote our website in specific medias with affordable prices?
Thank you so much.-
Re: Event: How can I get the media to feature my business?
PR_Boston Jul 11, 2008 9:30 AM (in response to NatOnline)Have you considered trying to partner with a hotel, travel or beauty spa in Hawaii? Often times a co-branded sponsorship is more affordable and can help you get the same results. Additionally, it puts you1 of 1 people found this helpfuland your partnerinto places you might not be able to get into on your own.
Once you have a little momentum , the magazines may want to write a story about your collaboration.
-
-
Re: Event: How can I get the media to feature my business?
MetroGal Jun 13, 2008 5:20 PM (in response to SBC Team)My friend owns a sandwich shop and does great business. He's famous for his meatball subs. It would be great if our local newspaper could do a write up on his subs in the food or weekend section. How can I help him get on the media's radar? Just down the street from his business, is a bakery that recently got featured in the paper. How did they get written up? Is it luck (e.g. did a reporter happen to go to the bakery and like it)? Or did that business aggressively reach out and pitch their story? If so - how can we do it too?-
Re: Event: How can I get the media to feature my business?
PR_Boston Jul 11, 2008 9:33 AM (in response to MetroGal)It's likely the bakery either reached out directly to the newspaper, or indirectly (by sending them baked goods). Journalists love to eat so be congnizant of that.1 of 1 people found this helpful
Pitching your story first requires you think about what your story is. It's not enough that you exist; what makes you different? What makes you interesting? Is there a good back story involving your parents or how you fell into the sub shop business. Reporters want good stories--and free food
-
-
Re: Event: How can I get the media to feature my business?
SB.i2i Jun 18, 2008 9:36 AM (in response to SBC Team)We have a software product designed for industrial use and looking for press coverage of its release. Any advice is appreciated.
Thanks,-
Re: Event: How can I get the media to feature my business?
PR_Boston Jul 11, 2008 9:35 AM (in response to SB.i2i)Draft a press release (1 page) which gives an overview of your product and establishes its value proposition to the market in general or the specific end user. Then send the release to appropriate trade publications in your particular field. You can also consider sending something to the editor at Mass High Tech (if you are a MA, RI or CT company). If you really want to get fancy, send the release over businesswire (www.businesswire.com)1 of 1 people found this helpful
-
-
Re: Event: How can I get the media to feature my business?
FCPainter Jun 20, 2008 12:54 PM (in response to SBC Team)We'd love to get more media coverage. What is your advice on use of celebrity customers. We often paint houses for celebrities. I sense there is a PR opportunity there. any ideas?-
Re: Event: How can I get the media to feature my business?
PR_Boston Jul 11, 2008 9:38 AM (in response to FCPainter)Celebrities tend to be private and cautious about lending their name or likeness to a commercial enterprise. But, you could try and make contact with magazines and TV programs which feature makeovers and celebrity news. They may be working on a feature about a certain celebrity's home and your painting could be mentioned as part of the overall story
-
-
Re: Event: How can I get the media to feature my business?
HumanArrow Jun 21, 2008 4:32 PM (in response to SBC Team)
I have a business called Human Arrow. Human Arrow provides target marketing services to a variety of businesses in Chicago and Milwaukee. Human Arrow's concept is new to these two great cities. How can I use the media and take advantage of this opportunity?
When talking about newspaper, radio and television. How do you identify the individual that will give your business that big break. Do you have to first know who the decision maker is (Name and Title) and then try to make a contact?
Are there events that cater to journalists? Would you recommend taking part in such event in form of becoming a sponsor or placing an ad?
Steve Rangel
Human Arrow
Directing Traffic To Your Business!
www.linkedin.com/in/humanarrow-
Re: Event: How can I get the media to feature my business?
PR_Boston Jul 11, 2008 9:46 AM (in response to HumanArrow)Identify what it is that makes your approach different and offer that to reporters who cover business for the main papers in Chicago and Milwaukee. you don't have to know these people ahead of time but you do have to present them something that will make a good story to peak their interest. Reporters "sell" their story ideas to their editors (or producers in TV) to get the green light. Think of it this way: reporters are constantly on the lookout for stories that will entice readers/viewers to consume their story. Things that have a pop culture appeal or connection to something in the news cycle (gas prices) are always welcome.
-
-
Re: Event: How can I get the media to feature my business?
financialieu Jun 26, 2008 9:05 AM (in response to SBC Team)Yeah, I would like that, how do I get there for my site?
http://www.financialieu.com
You can start here! -
Re: Event: How can I get the media to feature my business?
aepbiz Jun 26, 2008 4:12 PM (in response to SBC Team)The best way to get media to feature your business is to send out a Press Release or acquire the services of a reputable PR ( Public Relations Firm). A PR person or firm will get you the exposure for your business that you need. If you want to send out a Press release I would suggest PR Web. -
Re: July 11: Working with the media to feature your business
CommunityTeam Jun 30, 2008 5:04 PM (in response to SBC Team)Mark your calendars for July 11. Learn how you can get your business featured in the media! -
Re: July 11: Working with the media to feature your business
djwst26 Jul 7, 2008 6:23 AM (in response to SBC Team)
I own and operate an ice cream truck business. I would like more ideas about advertising my business. Thank You!!!!-
Re: July 11: Working with the media to feature your business
PR_Boston Jul 11, 2008 9:42 AM (in response to djwst26)There are a number of ways you could approach a local paper or TV station:
1-How are gas prices affecting your business?
2-What, if any, changes do you observe in the neighborhoods you visit?
3-Are kids more or less concerned about obesity (can you tell by what they order)?
4-What are the 3 most popular items on the ice cream truck? Has that changed over the years?
5-How has your business changed?
Reporters like to report on trends or find examples of cultural occurrences which are shifting. You have a unique vision on things and could offer an interesting perspective.
-
-
Re: July 11: Working with the media to feature your business
CommunityTeam Jul 7, 2008 9:33 AM (in response to SBC Team)Don't forget to mark your calendars! Matt Ellis an expert in public relations will be on SBOC on July 11 to address your questions about how to work with the media to spotlight your business.-
Re: July 11: Working with the media to feature your business
mominbiz Jul 7, 2008 10:48 AM (in response to CommunityTeam)What are some of your basic do's and don'ts for simple home-based businesses with respect to PR. My business is in dog-walking and I would like to get free PR and begin some small advertising but am not sure what to do and don't want to waste my time-
Re: July 11: Working with the media to feature your business
djwst26 Jul 7, 2008 12:12 PM (in response to mominbiz)When I first started my business( Ice Cream truck) I didnt (couldnt) spend alot of money .The advertising gets expensive with very little returns. I tried the website ,I received a lot of hits to my site but my phone was not ringing off the hook, I did the word of mouth. Then I decided to just design fliers and business cards, the problem with that most of my customers are children whom are just learning to read and teenagers and some adults who prefer not to read. Some of them dont get the concept of what to do with a business card or flier with your phone number on it. My son offered to help me set up a myspace account that was no help at all, got a lot of negative responses.Then I decided the business cards and basic flier with my phone number to call for ice cream deliveries, just as you would if you ordered a pizza.The past 4 years the fliers and the business cards were the smart economical way to go. Now 4years later I'm reconsidering adding the website again but it still has to be inexpensive. Good luck!!!! -
Re: July 11: Working with the media to feature your business
PR_Boston Jul 11, 2008 9:51 AM (in response to mominbiz)Advertising and PR are very different in one way: 1 is free; the other is costly. If you are going to advertise be sure you simply state why customers should consider your service (is it cost, convenience, service?). If you are going to go the PR route you need to entice the media with something about you or the business that is newsworthy.
What might be fun is to create some videos from the dog's perspective (and in the dog's voice) which explain why you are the best dog walking service. Then post them on YouTube, then let the local media know how the effort is helping grow your business.
-
-
-
Re: July 11: Leverage the local media to feature your business
Carexpress Jul 10, 2008 1:48 PM (in response to SBC Team)My company is called CARExpress and we are a healthcare discount program. I would love to learn and know more about getting our business out to "potential members." I want to know how to get featured on a newspaper even the newspaper that are given for Free, I know a lot of people who check out the free newspapers. How do you get featured in the news or endorsed by a celebrity without having to break the bank.
Thank you for your reply. -
Re: July 11: Leverage the local media to feature your business
patriciaprata Jul 10, 2008 3:59 PM (in response to SBC Team)I had my business on the papers couple of times.
http://www.sambadancesuperstar.com -
Re: Live Now: Leverage the local media to feature your business
SBC Team Jul 11, 2008 1:01 PM (in response to SBC Team)Welcome Matt,
Let's get started ok?
First question:
What makes a story "newsworthy?" Why do some stories get featured and others don't?-
Re: Live Now: Leverage the local media to feature your business
PR_Boston Jul 11, 2008 1:04 PM (in response to SBC Team)Sometimes a story gets featured because it--or the business--is so interesting that it can't be ignored. but, often times it is because the individual or company has made an effort to entice the media to tell their story. Being successful at that requires giving some real thought to your business and what maeks it stand out.
-
-
Re: Live Now: Leverage the local media to feature your business
SBC Team Jul 11, 2008 1:07 PM (in response to SBC Team)Great answer Matt!
Next question:
Once you identify a story that you want to tell the media, how do you reach out to the media and get in touch with the right person?-
Re: Live Now: Leverage the local media to feature your business
PR_Boston Jul 11, 2008 1:11 PM (in response to SBC Team)If you have noticed that a particular reporter covers news related to your business I would try getting in touch with them first. The email subject line should say "story idea" and the email should be short and to the point. Major daily newspapers have people who cover specialy beats: business, retail, food etc; smaller weeklies have smaller staffs and in that case get in touch with any reporter or the editor.
Stories for TV typically go through the assignment desk. Find the name of an assignment editor and send them a short email.
-
-
Re: Live Now: Leverage the local media to feature your business
SBC Team Jul 11, 2008 1:16 PM (in response to SBC Team)
Community, keep those questions coming!
Matt, next question is...
Now that you have the media's attention, now what? How do you prepare to make sure that you and your business is portrayed in the best possible light?-
Re: Live Now: Leverage the local media to feature your business
PR_Boston Jul 11, 2008 1:20 PM (in response to SBC Team)The preparation is key. You should already have talking points which explain your value proposition and what sets you apart from your competition. Don't wing it. These should be well thought out so when you have the opportunity to talk with a reporter you are emphasizing the main points.
Sometimes a reporter will try to divert the conversation so your answers fit his/her story. Remember to stay true to your talking points or else you may not be portrayed exactly as you hope.
-
-
Re: Live Now: Leverage the local media to feature your business
SBC Team Jul 11, 2008 1:24 PM (in response to SBC Team)Perfect!
Our next question seems simple but important nonetheless
Will they just show up, or is this usually carefully planned/scheduled days in advance?-
Re: Live Now: Leverage the local media to feature your business
PR_Boston Jul 11, 2008 1:26 PM (in response to SBC Team)That's a good question. It really depends on the nature of the story. If it's a feature, chances are it's been planned at least that day, though sometimes they are planned a week in advance (if a newsroom is really well organized).
But if, say, a truck plows into the front of your building--chances are news crews will just show up.
-
-
Re: Live Now: Leverage the local media to feature your business
SBC Team Jul 11, 2008 1:33 PM (in response to SBC Team)Nicely done Matt!
Community, we're halfway through the event. Still plenty of time left to ask those questions of yours.
Ok, back to business.
Next questions:
How do you prepare for an interview with a reporter?-
Re: Live Now: Leverage the local media to feature your business
PR_Boston Jul 11, 2008 1:38 PM (in response to SBC Team)Interview prep can be a very involved process--we actually have training seminars prepared for clients that need expert preparation.
But, here are some good rules to follow:
1- Prepare your talking points and be sure you are relating how you want your business recognized
2- Keep answers short. Reporters don't have a lot of time to sift through notes/recordings or to prepare their stories
3- Try to relate how your business is responding to a need in the marketplace or, is part of an emerging trend or, is unlike anything we've ever seen before.
4- Don't let a reporter trap you into talking about something that reflects badly on your business or industry. that is not going to help you at all. you need to be able to deflect those questions without saying, "No comment".
-
-
Re: Live Now: Leverage the local media to feature your business
SBC Team Jul 11, 2008 1:40 PM (in response to SBC Team)Great great!
TheWindowGuys is asking:
Is it inexpensive to advertize *on *local radio compared to the phone book ?-
Re: Live Now: Leverage the local media to feature your business
PR_Boston Jul 11, 2008 1:42 PM (in response to SBC Team)Actually, radio advertising is more expensive than Yellow Pages. Radio is effective if you can sustain the message over a long period of time. Think about the Giant Glass guys in Boston who advertise on every Red Sox game. Who doesn't remember their phone number.
But, that takes a hefty budget.
Remember, too that advertising is paid placement and PR seeks free placements.
-
-
Re: Live Now: Leverage the local media to feature your business
SBC Team Jul 11, 2008 1:45 PM (in response to SBC Team)
One great answer after the other!
Next we have:
Will a reporter quote everything you say?-
Re: Live Now: Leverage the local media to feature your business
PR_Boston Jul 11, 2008 1:47 PM (in response to SBC Team)You should always expect a reporter to quote anything you say. Sometimes a reporter may say, "This is off the record," or "This is not for attribution." I always advise people to keep the entire conversation on the record so there is no confusion later on.
-
-
Re: Live Now: Leverage the local media to feature your business
SBC Team Jul 11, 2008 1:48 PM (in response to SBC Team)Community, we're approaching the end of the hour. Last chance to get those questions in.
Matt,
What is a press release and what does it contain? When do you issue out a press release and how do you do it?-
Re: Live Now: Leverage the local media to feature your business
PR_Boston Jul 11, 2008 1:54 PM (in response to SBC Team)The press release needs to contain:
Who
What
Where
When
Why
It's kind of like a news story i that way.
But, unlike a news story it doesn't have to contain two sides of a story. The goal of the press release is to get the media interested in talking to you and reporting on your business.
If there's no specific timliness to the story, I recommend issuing the press release during the middle of the week--early in the morning if you can. You can send it by email directly to a news organization or utilize distribution services like:
PR Newswire
BusinessWire
PR Leap
The Open Press (this one is free)
-
-
Re: Live Now: Leverage the local media to feature your business
SBC Team Jul 11, 2008 1:56 PM (in response to SBC Team)Looks like we have time for two more questions. Here's one of them.
Media is not all about positive publicity, what happens if your business gets the media's attention but for something negative. How do you deal with that?-
Re: Live Now: Leverage the local media to feature your business
PR_Boston Jul 11, 2008 2:01 PM (in response to SBC Team)Often times the media finds you when you don't want them. When such a situation arises it's best to already be prepared. That means having a "crisis communications" plan ready. Such plans should involve multiple members of an organization and address how you will handle media inquiries if something should happen.
There are usually ways to accentuate the positive and mitigate the negative but it's nearly impossible to do this without preparation.
-
-
Re: Live Now: Leverage the local media to feature your business
SBC Team Jul 11, 2008 2:03 PM (in response to SBC Team)Matt,
On behalf of the SBOC Team and the members of the Small Business Online Community, we wanted to say we truly appreciated your time today and your professional responses to user questions.
Community members, while our session with Matt has now concluded, please feel free to discuss today's session and the questions answered. Again, if you'd like more information about Matt and Ellis Strategies, Inc., visit:
http://www.ellisstrategies.com
Thanks again,
The SBOC Team-
Re: Live Now: Leverage the local media to feature your business
PR_Boston Jul 11, 2008 2:05 PM (in response to SBC Team)Thank you for the opportunity to lead this discussion. I will keep an eye on future postings and try to answer questions from other members of the community as best I can.
-
Go to original post
Reply to original post
Have you ever wanted to get your business featured in the newspaper? Or wanted to attract the TV crews to your business? Learn how you can leverage the media to get free publicity and attract more customers. Matt Ellis, of Ellis Strategies, Inc. is an expert in public relations and media. He will using the username PR_Boston to answer your public relations and media questions like:
Remember in order to ask a question, you must be a member, so sign up today if you haven't already; it's free and easy.
About Matt:
Matt Ellis is the founder and principal of Ellis Strategies, Inc., a strategic communications firm in Boston, MA. Matt is an award winning journalist with 20+ years of experience in television news and an acute understanding of how the media works.
Matt was the News Director for WBZ-TV in Boston from 2003-2005 and the Head Writer for Good Morning America from 2001-2003. Prior to that Matt was the News Director for WPRI-TV in Providence and the Executive Producer for local news at WCBS-TV in New York.
He has been honored with an Emmy Award from the New England Academy of Television Arts and Sciences, a George Foster Peabody Award from the University of Georgia and he has been recognized for excellence by the National Academy of Television Arts and Sciences and the Associated Press.
Matt was kind enough to provide answers to some of the questions asked in advance. If you have a question for Matt, post it here. Please note, Matt will answer as many questions as possible but may not get to them all.
- What kinds of stories get covered in daily newspapers; in weekly newspapers; on TV or; on the radio?
- How do I get my story to the right person?
- Can I do it myself or do I need a PR firm?
Remember in order to ask a question, you must be a member, so sign up today if you haven't already; it's free and easy.
About Matt:
Matt Ellis is the founder and principal of Ellis Strategies, Inc., a strategic communications firm in Boston, MA. Matt is an award winning journalist with 20+ years of experience in television news and an acute understanding of how the media works.
Matt was the News Director for WBZ-TV in Boston from 2003-2005 and the Head Writer for Good Morning America from 2001-2003. Prior to that Matt was the News Director for WPRI-TV in Providence and the Executive Producer for local news at WCBS-TV in New York.
He has been honored with an Emmy Award from the New England Academy of Television Arts and Sciences, a George Foster Peabody Award from the University of Georgia and he has been recognized for excellence by the National Academy of Television Arts and Sciences and the Associated Press.
Matt was kind enough to provide answers to some of the questions asked in advance. If you have a question for Matt, post it here. Please note, Matt will answer as many questions as possible but may not get to them all.