Q How do I get my business in the local newspapers?
A One of the advantages of having a small business in Santa Cruz County is our size. The county is small enough that local businesses and community events are featured, yet we are big enough to have our own local print media. Getting your business featured in the local media can obviously boost sales, but it can also provide you more credibility with vendors, bankers and the community at large. Media attention can be very important, but it is only a small part of your overall promotion strategy.
Newspaper reporters are always looking for interesting stories. First of all, know who the local business reporters are and make contact with them. Be aware that they have deadlines and respect their time. Offer to serve as a resource or contact for your business or industry. If you serve a certain market, or offer a special product, you can help them by being a contact, providing story ideas, or feeding them timely information.
If you have a story to pitch, remember it must appeal to the community. A grand opening, a recent award, new hires or an innovative product or service may rate a brief mention or a larger story. Ask yourself the question, "How does this story appeal to the community?" Write a press release with the following in mind: Brevity, timing, contact information and most importantly, the "W's:" what, where, when, why and who.
Fax or e-mail your press release whichever the reporter prefers in the morning, and follow up to ensure that it was received. Photos of your product or employees should be sent in readable files. Again, that's where contacting the reporter beforehand is important. Make sure the designated contact in the press release is available and accessible. If your story receives coverage, follow up with a thank-you note and post the story in your place of business!
Your contact with the reporter may be a springboard for additional media attention.
Think ahead — is your business or industry facing a major change, new product lines or expansion? How will those changes affect you and more importantly, how will it affect Santa Cruz County? These changes are of interest to our community, especially if it affects what we buy, where we buy it and how much we pay for it. Here is one example: Suppose you have a retail fish store. How will the closing of the commercial salmon fishing affect you? Will you be selling alternative products or making other changes that affect your customers? This might be newsworthy.
Other examples: Are you finding ways to recycle more? That could be timely as Earth Day approaches. Are you in a growth industry and adding new employees? That could round out the statistics issued quarterly by the state Employment Development Department. What impact has workers' compensation reform had on your business? Has a new state or local regulation had unintended consequences? You can be a valuable resource to reporters covering such trends.
| Perhaps you are trying to find a solution to a problem — looking for ways to improve customer service or retain valued employees. The Small Business Development Center offers free business counseling. Call 479-6136 or go online to www.centralcoastsbdc.org. |
