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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