08/ 27/ 2008
One of the most important steps to success for a young entrepreneur is simply getting the word out about your business. In the pursuit of recognition, perhaps you've even taken out ads in newspapers, on Web sites or in other forms of media. But what if you could get the name of your business in the press without having to pay for it? Making contact with your local media is a great way to potentially spread the word about your company to a diverse audience. Here's how you can do it.
Gather the outlets
First you need to do your homework. Find out the names, addresses and phone numbers of your local media outlets. Collect information on local papers, as well as local TV and radio news and talk shows. Don't forget to include your campus paper and public access station on that list. Call and find out the name of the person to whom you should send business press releases.
Write a press release
The press release is a tried and true method of piquing media interest. Before sending a press release to everyone on your list, make sure you have something newsworthy to report. If you're just opening your business, you could send out a press release about a grand opening event. As a young entrepreneur, you have a built-in hook that can attract media interest: college student by day, business tycoon in training by night (or vice versa). Play up your youth and enthusiasm and you may just get a call back from someone interested in covering your event.
A well-written press release contains a concise lead, briefly hitting on the five Ws of journalism (who, what, where, when and why). Grab the reader's attention, save the details for later paragraphs and try not to go over one page. Make sure your contact information is on the press release and don't forget to proofread. You'll look unprofessional if your press release is littered with mistakes. If writing isn't your strong point, ask an English major friend to help you out with it.
Write an op-ed or letter to the editor
Writing a newspaper opinion piece or letter to the editor can be another method of getting your name in print. These should be topical and relevant to an ongoing debate or discussion. While a press release about your grand opening might get you a phone call, a letter to the editor about the same subject would never see the light of day.
As an example of a worthy topic, let's say that you run a delivery business and are being adversely affected by high gas prices. You could write a letter describing how the gas hike has made running your business a challenge, mentioning your business by name, of course. You'll have the best chances of getting your letter published if you try your campus paper or a small, locally produced paper. It's a lot more difficult to get a letter published in The New York Times, and unless you're in Manhattan, it wouldn't get your name out to local customers anyway.
Participate in local events
Even modestly sized community events are usually covered by at least one media outlet. If you're there running a booth, donating water or doing some other activity, you'll likely get a mention for your participation. You may even be asked for a quote about the event. While you may not be able to work in much information about your business, simply having your name in the article will show potential customers your community-mindedness and will make a good impression.
If you do make media contact
If a member of the local media leaves you a message because they'd like to get a quote from you or better yet, would like to write about you and your business, make sure you get back to them right away. Reporters are on tight deadlines to produce their articles and television segments, and if they don't hear from you, they'll quickly move on to someone else. If, on the other hand, you get back to them right away and prove to be a helpful source, then they'll likely think of you the next time they need the perspective of a young entrepreneur, or recommend you the next time one of their colleagues does.
