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How to Stand Out From the Crowd
by Candace BelAir
Is your business “important” enough to merit some print or TV coverage? Not sure? I'd venture to say there is something about your business that will capture the attention of a reporter. The trick is to figure out an “angle” and then “pitch” it to the appropriate people. Here are some “angle” examples:
- One-of-a-kind: You're the only one doing what you do.
- Tie Into a Holiday: Your business dovetails with a holiday.
- Part of a Trend: Your product reflects a growing local or national trend.
- David vs. Goliath: You, as a small business, do battle with the “big guys” in delivering your product or service.
- Celebrity: A well-known personality endorses your product.
- Resource: You inform reporters of your availability to comment on news-making stories in your industry.
Another way to get your name in print is to do it yourself. Write an article, letter to the editor, or a guest editorial. Best bets are trade tabloids, community weeklies, and association newsletters. Pitching your story idea to the media is a win-win situation: They win because they've landed a local-interest story; you win because you've landed the kind of news coverage money just can't buy.
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