Getting the Media to Profile a Business
Creating the Pitch to Get a Business Featured by the Press
When a business is featured in the media, it provides two things even the most expensive ads can't- credibility and focused attention. When potential customers read their favorite magazine or website and see a business featured in an article, they spend more time with the material. They are also more likely to believe what they read and think about it throughout the day. Media-savvy viewers might ignore an ad, but not an article on a topic that affects them. Best of all, this business-generating buzz is free publicity.
But there's a catch; one must convince the assigning editors and journalists that the business has news value. It helps to begin by thinking like a journalist. When pitching stories to the media, it's important to step back and ask why people should care? Why does it matter that there's a new flower shop opening or that SomeGreatWebsite.com just updated its site? Find the six news values and deadline-pressured news people will be fighting to get the scoop.
The Six News Values
According to the book "News Reporting and Writing," most journalists use these six news values to determine which ideas become articles and which hit the recycle bin.
- Impact – Is the story important to the intended audience? For example, if the article on a new flower shop runs in a local gardening magazine, it would be meaningful to readers.
- Proximity – Is the event happening near the audience? A newspaper in Delaware probably won't care that an Italian restaurant in Texas is celebrating its 50th anniversary, but the same story works great locally. Publications are always looking for local information.
- Timeliness – Did the event happen recently? With the Internet, today's audience gets its news virtually in real time. If the story isn't current, it's not news. Magazines have longer deadlines for publishing, so if a story is a little older but has potential for some analysis, they can be a great place to pitch.
- Prominence – Is it something or someone people know about? If a famous event happened at a business or if someone famous was involved, people will be interested. If Oprah stops by to taste the sandwiches, newspapers will want to hear about it.
- Novelty – Is there anything unusual, strange or dramatic about the product or business? A business offering tap dancing lessons for dogs is a novel story, for instance.
- Conflict – Is there some controversy with the business? English teachers are fond of reminding us of the importance of conflict in stories, and the same is true for news stories. A price war with a competitor or trouble with a supplier could work.
Pitching the Business Story
Once the stop-the-presses aspect of the business is determined, it's time to contact the right media outlet. A press release is the preferred mode of contact used by PR professionals, marketers and journalists to sum up what the story is. How to Write a Press Release by Mia Carter is a great resource.
Reaching the Targeted Audience
With these tips potential customers will soon be seeing the name of the featured business in print. However, it can't be overlooked that editorial coverage is not advertising. Reporters are free to say whatever they want, and unlike an ad, business owners lose all control of the message. Most business and general interest publications are looking for optimistic business stories to round out the pessimism, but that doesn't mean they won't bring up unflattering aspects or add details a business owner would prefer they didn't.
Just remember, there's almost no such thing as bad publicity. As long as a business isn't having kindergarteners sew soccer balls or doing some other dastardly deed, it should find a relationship with the media a pleasant experience and a potentially effective marketing tool.
Sources:
Brooks, Brian S., George Kennedy, Daryl R. Moen and Don Ranly. News Reporting and Writing, 7th ed. New York: Bedford/St. Martins, 2002.
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