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Publicity Seeking Basics – Be Newsworthy

patrysha | Jan 31, 2010 | 0 comments

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A Simple Strategy For Being Newsworthy (And why it’s worth the effort)

There is only one way to get positive publicity coverage and that is to be intentionally newsworthy. Accidental coverage is often detrimental to your business image and often requires specialized crisis publicity specialists to recover from. As a business owner, that’s the kind of publicity that nightmares are made of. Planned publicity is less anxiety provoking. In fact, if you relax and enjoy it, it can be downright pleasant.

Being newsworthy doesn’t have to be complicated. If you have trouble finding or developing an internal angle, you can always rely on the tried and true “Do good in your community” angle. And this can apply whether your business is online or offline.

This approach works well, as long as you aren’t juicing it for publicity alone and as long as you are mindful of what the associations you publicly endorse stand for. Publicity that is a by-product of your interests as a business owner and a person are much better received than obvious publicity ploys.

When choosing a charity for promotion purposes, make sure the audience you are aiming for won’t have to make a mental jump to make the connection between the cause and your business. It makes sense for a vet, dog groomer, pet store, feed supply store and pet groomer to donate or sponsor an event for a local animal shelter, but little sense for the health food or clothing store.

There are some community organizations that any business can support without having to worry about creating an obvious connection. The list will differ in each community but will generally include the local food bank and women’s shelters, coats for kids campaigns, holiday hamper programs and other holiday fundraisers. School and sports fundraisers can make sense in some circumstances, but these campaigns tend to be less targeted and difficult to measure unless your business is a sporting goods store.

If you live in a smaller community, you may have to take the lead in harnessing the maximum publicity from your efforts. In larger centers, you’ll likely have access to more organizations with internal marketing departments and may be able to tap into existing contacts to enhance your publicity efforts. Whether you have to do the legwork, hire a publicist to do it for you or are able to rely on others within the non-profit organization you partner with, it’s not difficult to produce coverage that reflects well on your business and increases top of mind awareness in your target market.

Just think of what effect it would have on your business to be featured in the local newspaper for sponsoring an event in honor of the local Boys and Girls Club. If you’re doing it with the right attitude and approach, the coverage will be the icing on the cake that makes the experience a win for everyone involved – from your customers to the non-profits’ supporters to the media that covers you and to your business.

That’s why it’s worth the effort to be newsworthy and when you do it with a charity connection, it feels great to do it too.

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