Local business professional provides practical tips to elevate your message and brand:
Getting the word out about your business’s message, service, or product is key to your success. But it can be costly.
When you garner positive media coverage – a blurb on the evening news or an article in a local newspaper or a magazine – you don’t have to pay a dime to share your story. You do have to invest some time, but as Kimberly Baker, Director of Development and Marketing at Montgomery’s Valiant Cross Academy explained, the benefits are worth it. She offered her top tips for catching an editor’s eye and getting free publicity.
“Media coverage and publicity are beneficial because they allow you to position your business or program in the image and favorable light that you wish to convey.”
1. Be Social:
Be intentional about networking with and building relationships with local and state media. It is a lot easier to reach out to someone you know rather than a random email.
2. Use Social:
Promote your events on social media. This will give you a broader audience and is one more way to put you and your message in front of media pros.
3. Be Thorough:
Write detailed press releases. Provide all the who, what, when, where, and why so no details are left out. You never want to make a reporter’s or editor’s job harder; you want to make it easier.
4. Be Helpful:
Include contact information on all announcements. Again, you want to make it as easy as possible for media professionals to find you and access the information they need.
5. Be Accurate:
Maintain an updated media contact list. Make sure you update and tweak the list monthly as people move around.
6. Be Professional:
Invest in good quality photography. Nothing tells a story better than a photo!
7. Be Personal:
Personalize your message with strong, informative comments from people in your business or organization. Include a relevant quote with interesting information in just about everything!
8. Be Persistent:
It is okay to follow up to ensure the right person received your press announcement.
9. Be Branded:
Keep your brand at the forefront. I wear a Valiant Cross Academy hat all over town!
10. Be Nice:
When talking with the media, always be positive and never tear down your competition.
“Invest in good quality photography. Nothing tells a story better than a photo!”
Our Expert:
Kimberly Baker, Director of Development and Marketing, Valiant Cross Academy
Baker has over 20 years of experience in corporate brand management, public relations, marketing, and development. She has been with Valiant Cross Academy for eight years and handles their fundraising efforts, marketing, and federal programs, along with external affairs.
Find out more:
valiantcross.org
[email protected]
