Think Only Big Businesses Can Use Press Releases? Think Again… How Small Businesses Can Use A Press Release To Grow Their Business
Small business owners can unfortunately fall prey to several myths and limiting beliefs. These myths can have significant impact on business and success. One of the most pervasive myths about small business marketing is that press and public relations are only for large business. You have to have a large business in order to get attention from the media, right? You need to be large enough to be able to afford a press and public relations department, correct?
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Wrong. In fact, small business stands to reap significant benefits from press releases. And the good news is that not only are there many reasons why the press is anxious to cover small business, there are also many ways that you can capture their attention.
The Press Loves Small Business
Small business has much more personality and interest for media outlets. When a journalist covers a specific industry, they become a bit fatigued about covering the same names and organizations time after time. They’re looking for fresh names and stories. As a small business owner, you can capture the attention of the media much more readily than larger companies can.
It has to be Newsworthy
Whatever your press release is about, the only way to capture media attention is to make sure your information is newsworthy. What is newsworthy information? It has to have some sort of impact on the journalist’s audience. Newsworthy can be anything from new information, new value, and new research and so on. Ask yourself how your information makes a difference in the lives of others. If you cannot answer the question, then keep digging.
Newsworthy Opportunities for Small Business
There are a number of activities and events you already manage that are newsworthy, and it’s fairly simple to create news as well. The following ideas will help you get started.
1. Publish Research, Case Studies, and Whitepapers
Conduct research of your own and share the information online. Any business model or industry can take this approach – it doesn’t matter if you sell products, services or information. You can research your industry, write a case study, or create a whitepaper to help solve a problem. Prior to publishing this information and making it available online, write a press release to promote it. You’ll build awareness and credibility for your company.
2. Support a Cause
There are charities, organizations, and events that are near and dear to you. Why not align your business with those values and promote them? For example, if Alzheimer’s is personal to you, then why not create a team, gather sponsors, and walk for Alzheimer’s? You can issue a press release about your company’s involvement with the organization. You build awareness for the cause and for your business at the same time.
3. Add Value
Announce new products, service or promotions. Create information that people want, such as a list of the top ten best in your industry, and promote it with a press release. Any new initiative that you’re making in your company can also be newsworthy to your audience and to the media.
Remember that the media is looking for fresh information and stories to cover. As a small business you have an edge. Leverage it and use press releases to grow your business.
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