Why PR isn't always about your business
Many small businesses make the same mistake when it comes to PR - only talking about their business. Sending press releases about what their business does, the new product they’ve launched or the award they’ve just won.
Now these are good ways of achieving coverage, take a look at our blog 7 examples of press releases you can write to get your business in the media, however if you want to expand the range of coverage you’re achieving you need to think outside the box.
Another way to achieve PR coverage is to stop talking about your business. This doesn’t mean your business will not be mentioned in the article, it will probably be included in your introduction, however it will not be the focus of the article. Nevertheless it will still provide you with a backlink to your website and the opportunity for readers to find out more.
Express your own opinion
Opinion articles are a great way to gain coverage for you business as they create interesting and thought provoking ideas, which can often lead to debates and discussions with readers.
It is a chance to write an article from your own point of view and react to the news. Think about stories in which you can comment and have expertise i.e. What would your argument be? Why this story? Why would a journalist pick you?
It is important to present yourself as an expert as the journalist will research you before contacting you. Therefore, you need to actively express your views, engage with relevant journalists and share related articles on Twitter, rather than just tweeting about your business.
Need some inspiration? Take a look at the Guardian’s Opinion section.
Tell personal stories
Journalists and their readers are much more interested in the life experiences you’ve had rather than all the details about your business. Remember that journalists are storytellers so you need to give them a story to tell.
Personal stories are a great way to share things that have happened to you which have changed you, or even encouraged you to start something new i.e. a business or charity.
Think about life events you will never forget. Did you complete a challenge? Were you diagnosed with an illness? Have you ever done something seen as controversial? If you’re happy to share this with a journalist and their readers you will find you can gain coverage in a wider range of publications.
For example, Gemma Guise set up her business MammaFit due to the fact her running buggy helped her get back to herself after having a baby. She wrote about her experiences on Totally Aesthetic magazine while also including her backlinks to her website and exercise classes.
Take a look at Gemma’s article here: My running buggy became my therapist
Share your knowledge
‘How to’ articles are all about sharing your expertise and showing yourself as an expert in your field. They’re a great way to promote your business as you show customers that you know what your talking about and they begin to trust you.
They can vary from business advice to lifestyle tips meaning you can gain coverage on both B2B and B2C publications.
For example, JournoLink have previously written articles on ‘How to get PR for your small business in 2016’ and ‘Flat-pack PR: Five things to consider if you’re doing it yourself’, helping small business owners understand how they can gain PR themselves.
Whereas, TrooGranola shared their ‘Top Tips For Healthy Eating Breakfasts’ to help people understand what makes a healthy breakfast and will fill them for the morning.
By following the tips above you can start to gain a range of coverage promoting your business to a new and wider audience.
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Written By: Camilla Holroyd, Media Relations Manager
Camilla is the all-important portal between JournoLink's businesses and journalists; connecting them on a daily basis through press releases, Twitter engagements and editorial requests.