By Jennifer L. Jacobso
Short of landing a TV segment for a new store opening or a local, down-the-street breaking news event, small businesses often have trouble getting into the news on a regular basis. But that’s no excuse to focus exclusively on advertising and stop thinking like a press agent.
As an entrepreneur, you’re likely to be a smart person with a lot of ambition, insight, and experience. You have something valuable to share, so why should the world be deprived of what you have to say when it comes to your industry?
Do you own a bakery? Offer advice to local or industry reporters on seasonal bread trends. Debunk myths about whole wheat. Offer your expertise on what the wedding industry is looking for this summer.
Do you run a flower shop? Same thing; offer insight into what color roses are hot for prom, what wedding flowers to avoid, and how to give new moms a thoughtful bouquet that lasts. Show off your expertise.
You don’t have to wait for your store’s next launch, campaign, or big announcement. Successful communications are not about one point in time; they’re about momentum. Successful communications mean strategically sharing something that will (1) provide useful information to your audience and (2) support your brand’s objectives. It’s not rocket science.
Starting today, here are five things that can help you move the PR needle:
- Start a Blog
Write at least one article a month. Plan about two months ahead and start offering insight and even contributed articles that speak to seasonal and industry trends that will impact your customers.
- Share Your Data
If your business has been around for more than five minutes, you have data. Look for the most interesting data that you can share about your market or area of interest. Then, look for the movement and/or contrast where numbers move drastically or data is in stark contrast with itself. That’s where you’ll find the story.
Your job is not to reveal a 30-page report to the press; just summarize the data in a compelling way and be sure to site your source. Infographics are a great way to do this or well-written, one page reports filled with insightful quotes from management.
Remember, the point of this document is to make your brand look like an authority in its space. Only share what supports this objective.
- Share Someone Else’s Data
Don’t have your own data? That’s fine. Do a little research on your industry or area of interest. Then compile (and cite) that data into a relevant report or infographic. Be sure to add strategic insights from your top customers and your management team.
- Make a Founder’s Story Exclusive
Every company has a founder’s story. Play detective and reveal how you came to start your company. What was your process? What was your inspiration? Why did you do it? What would you have done if you hadn’t done this? What is the most surprising thing you have learned? What do you love most about doing business in your community?
This can be a great way to showcase the human side of any business.
- Be an Industry Expert
Chances are, someone in your company, be it you or someone else, is probably an expert in at least one field and it’s probably in an interesting topic like baking, zoology, childcare, health tech, plumbing, or alleviating local hunger by networking surplus food from grocery stores.
Start strategically offering your advice to a handful of reporters who regularly cover these topics. If you’re a true expert, some of the reporters you contact will need quotes for upcoming articles and want to interview you. Should you be so fortunate, don’t spend the whole time talking about your brand. Your job is to be an expert who also happens to be the founder of your business.
In conclusion, successful communications are ongoing. Once you start looking for creative ways to both tell your story and offer value to people, you’ll find a whole new way to grow your brand and your brand’s influence.
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Jennifer L. Jacobson, founder of Jacobson Communication and author of “42 Rules of Social Media for Small Business”, is an expert in generating positive public awareness. Jennifer has created communications campaigns and press relationships for many companies including Retrevo, Wolfe Video, WeVideo, Plug and Play Tech Center, LookSmart Ltd, MerchantCircle, MarketCulture, and the Personal News Network. For more information, visit her website at www.jacobsoncommunication.com.
