90% of Small Business Owners Don't Develop a Marketing Plan!

Ever wondered where your next customer is coming from?  You’ve a great track record with your customers, they love what you do, but it seems that no-one other than your existing customers know about you. And you’re on a constant cycle of trying to bring more customers into your business. It’s often a frustration that I hear when I begin working with my students.

Over the past few months we’ve been sharing with you some of the strategies you can put into place to visually ‘get out there’, and today I’ve asked Kim Larochelle from Dennis Rutzou Public Relations to share with you some strategies about how to identify a news angle for your business.

As Kim explains, “It has been proven time and time again that media coverage (i.e. editorial published or broadcasted by media outlets) is much more credible and effective than advertising. The general public has become desensitised to advertising, understanding that the organisation behind it paid to have control of the content.”

What’s important to remember here is capturing the journalist’s attention is paramount is securing their interest in you and your story.

Below are Kim’s strategies for finding your news angle that will increase the likelihood of your story being newsworthy:

New is news

The release of new products or services is significant and this ‘newness’ gives your organisation a promotional advantage - this news value should be capitalised on while it is still current.

Timely

An angle that ties in with a hot topic, trend or current affair.

Human interest

People are interested in people! Show the ‘human’ element behind your business - challenges you have overcome, charity or local school you support, an interesting employee program, or corporate social responsibility.

News catalyst research

“According to a recent survey by…” - The media goes nuts for statistics and trends! One way to gain these is to undertake some research either via an existing database, via your website or through a research company.

A list

“The top 20 trends…” or “Ten tips for…” are headlines that appear on a daily basis in the media. Review trends that are happening in your industry or look at tips that your customers would benefit from, and format these into a media release.

Industry case study

Successful case studies of your clients using your services or products are particularly effective and interesting to media outlets in your industry. In addition, case studies carry an implied endorsement from your clients, showing you off as the organisation behind their success.

Launch a competition or organise a giveaway

The ‘Best job in the world’ competition by Queensland Tourism is the optimum example of a successful competition launch. But on a smaller scale, many media outlets run giveaways for their readers or viewers. 

Create or take advantage of an existing national ‘something’ day, week or month

Does your organisation have any relevant association with events like ‘Movember’, ‘World Environment Day’ or ‘International Women’s Day’? You might be able to come up with an angle that ties in with these events or even create your own!

Let me know how you go with creating your own news angles! 

If you would like to learn more about how publicity can impact the bottom line of your business, then you will want to listen to Kim as she presents at this month’s Business Building Blocks Inner Circle – Tuesday 12^th April at 8pm (Sydney Time)!