How to Get Good Press for Your Growing Business

How to Get Good Press for Your Growing Business

You’re super psyched to begin your start-up. You’ve got an awesome concept, the drive to succeed, and a clear vision for the future. Now all you need is good press to give your business a leg-up.

But how in the world do you do that? How can you reach out to the media, and get them to engage with you? What are some surefire tips and tricks to get your business noticed, in a good way?

Read on to find out how to get good press for your business.

Compelling Origin Story

It’s not just Marvel superheroes who come with an origin story.

There’s a reason why you started your business. A niche you saw that needed to be filled. Clearly communicating your origin story is how to get good press 101.

Your personal story of starting up the business is one of the best marketing tools that you have. Just don’t make it all about you. It’s not enough to tell the world why you desperately wanted to start this business.

You need to communicate why the world needs your business. What’s your unique selling point? Why is yours the business that others should engage with to the exclusion of your competitors?

Start off with the problem that your company solves for people. Maybe it’s a problem they didn’t even realize they had! Show them exactly why they need your business and only that to solve that problem.

If you have a genuine passion for your business you’re halfway there. Your enthusiasm will shine through. Share a little bit of info about yourself – people love to attach a relatable human face and story to businesses.

Communicate your story in a succinct, compelling way on your website. Make it easy for people to find and engage with. Make sure that it stresses your core values, and puts your customers front and center.

Media Pitch

Ever heard the maxim, ‘If you don’t ask, you don’t get?’

Well, that certainly holds true when it comes to reaching out to the media. A media pitch is the most direct way to do this. But there’s a right way and a wrong way to do it.

You want to draw the attention of a journalist or a media outlet to your business. You need to provide them with a story to cover – something interesting, factual, and different. They see lots every day and you need to make yours stand out from the crowd.

Make sure you do your homework before sending your pitch. Check out for ideas and insights, to ensure you get good press coverage, not bad.

Press Release for a New Business

You’ve crystallized your origin story. You’ve decided on your core values. Your product or service is ready to face the world.

You’re ready for the next stage: your press release.

A press release is one of the most tried and true ways to get press coverage for your business. They allow you to communicate a brief message of about 400-600 words – that’s only about half the length of this blog!

Yet in those few hundred words, you can communicate a whole lot. If it’s well written, articulating a clear vision in an interesting way, it could quickly make its way onto a whole host of online portals.

It could be picked up by major players in media who are always on the lookout for interesting new content to feature. It’s a great way to communicate with local news channels and websites, and build up valuable media connections.

A word of caution, though. In the world of press releases, less is more.

Wait until you’ve got something genuinely interesting to say. If Maggie from Sales is moving to Accounts, save it for an internal memo. The world wants to hear about exciting new hires, industry awards, new products, and services.

This is important because missteps here can cost you big. If you get a reputation for sending out meaningless press releases, anything you send will be deleted immediately.

Also, craft your press releases to appeal to certain outlets. Then send a personalized message along with it to make your press release stand out from the crowd.

Cultivate Relationships with Journalists

No one likes to be asked for a favor straight away. Journalists are no different.

First, begin by researching which journalists have an interest in your field. Look at stories they have covered before and get to know them well. This will give you common ground when you make contact with them.

You could begin by reaching out to newer journalists. They’re keen to build up their network too and may be more receptive to covering stories you pitch to them.

Social media can be a great way to connect with journalists initially. Plus, it gives you an insight into what’s on their minds and what topics will appeal to them. Be in it for the long haul, and don’t be put off if relationships don’t bear fruit at first.

Keep building up relationships with multiple journalists and good press should follow in time.

Set Realistic Expectations

However good your offering or compelling your story is, don’t expect to be front-page news initially.

Consider starting with how to get press locally to build a buzz around your brand. Show that you care about local people and the community you’re a part of. Connect with local media outlets.

Set yourself achievable goals. Plan your year ahead so that you’re gradually broadening your reach. This will allow you to measure your progress and see where you need to tighten up or branch out into new forms of press engagement.

Get Good Press for Your Growing Business

Good press is extremely valuable for a growing business, but it doesn’t happen overnight.

Take your time to build relationships with journalists. Articulate your origin story in a way that puts your customers at the center of why your brand exists. Be in it for the long haul and accept there will be stumbles along the way.

If you’ve enjoyed these insights into getting good press, then we’ve got plenty more for you! Check out our latest Business posts for fresh new ideas for your company!

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