How Can Your Business Make News?

Get Free Media Coverage with These Proven PR Tactics!

With newspapers, TV and radio stations, podcasts, blogs, social networks and numerous industry trade shows, there are many ways to land an interview, get press coverage and spotlight your expertise and company.

Why do many businesses want to be in the news? It’s part of an overall marketing strategy. Making news validates your expertise with an independent report delivered to a huge audience. You elevate your credibility while increasing awareness among potential customers. Plus, if you and your company get quoted alongside giant competitors, it makes you look a lot bigger than you really are and levels the playing field.

Here are 10 ways to get your business media attention. The links take you to real examples of our clients’ news coverage. 

  1. Closely follow developing stories and add offer your organization’s viewpoint. We’ve used this tactic a lot during the COVID-19 pandemic to get clients quoted in the press. By emailing ideas to reporters, we placed this education-related story about a client helping prevent high school dropouts. Another client made business news for helping companies stressed by the fallout from COVID. And another was featured on local TV.
  2. Look for a teachable moment! We placed this essay in Entrepreneur to position the expertise of our logistics client, who explained why Elon Musk was having a hard time delivering Teslas to customers.
  3. Send a tip (find the News Tips number or email online) to a local TV reporter about how national news impacts your community or customers. “Localizing” a national angle helped this client get interviewed on TV.
  4. Subscribe to a podcast? Take note of the topics, check their archives and offer expertise on something that hasn’t covered. This podcast focused on high tech tools for real estate agents.
  5. You’ll need patience and persistence to make major national news, which often gets syndicated to hundreds of local newspapers and outlets. Follow top reporters (look for their emails in their Twitter profiles), monitor their coverage and send a few short bullet points about your fresh angle. Your CEO could be quoted in the AP, Bloomberg, Wall Street Journal, US News, MSN.com or a major trade outlet.
  6. Audience numbers may not be as strong as they once were, but local radio is still a powerful medium for reaching tens or hundreds of thousands of listeners and online visitors. Check a station’s program schedule, call / email a host or show producer (find them on Twitter) and suggest a topic. Trends and seasonal topics are favorites. Contact the shows at least a few weeks ahead of time with your idea.
  7. Get your company name in front of tens of thousands of trade show attendees. It’s a proven lead generator, especially for a client hosting a workshop at a leading trade show. Six to nine months before an industry event, find the show organizers online and email them to suggest workshop topics. You’ll be asked to submit an abstract describing the topic you want to cover. One client landed new business soon after a prospect read about them in the trade show brochure! That hard copy brochure was mailed to 100,000 attendees!
  8. Win awards. From rising stars to the CEO, there are professional honors waiting to be given, if you know where and when to look. Can you name a notable young professional, woman entrepreneur, minority, or LGBTQ executive, and many others? Many local business outlets showcase them on a regular basis.  Check the publication’s advertising section or editorial calendar for a listing of awards. Take note of deadlines for submissions.
  9. Have you written a case study or white paper to help customers make an informed purchasing decision? You can make slight changes and shorten your case study and offer it as a guest blog contribution or byline article in a trade publication. Or you can offer insights to others in your industry with a byline article that appears in a trade or news outlet aimed at a targeted audience. Our nonprofit client wrote this thought leadership essay, based on topics we found in the magazine’s editorial calendar.
  10. Invite a reporter or several reporters for breakfast to discuss a hot topic or preview an important presentation you’re making, such as a Ted talk.

Need other ideas about how to get your company in the news?  Let’s talk, and I’ll  provide you with more real-world examples. 

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