SPANISH TOWN, JAMAICA – The ultimate Jamaican publicist, Delroy A. Whyte-Hall, says it’s easier than most business owners think to get their names in the news regularly.
“You have to stop waiting for the press to discover you,” advises Whyte-Hall, head of the internet-based small business publicity and social media marketing company, Whyte-Hall Communications. “Start telling them what you’re doing that’s newsworthy. It will help you generate the media exposure that gives companies credibility and increased awareness.”
Whyte-Hall offers the following tips for becoming more newsworthy:
Contact the press immediately when you can offer a local angle on a international news story. News outlets love to localize a international story. Fax your one-page narrative biography (not a resume) and a cover letter explaining your position on the breaking news to the appropriate media contact (for example, TV news assignment editors) or copy the information and paste it into an eMail message.
Add the media to your eNewsletter distribution list. The same useful advice or information you offer in your electronic newsletter could be of interest to reporters covering that topic. Include both local, regional, and international media outlets read, watched or listened to by your target audience.
Capitalize on holidays and special weeks or months by distributing a news release with useful, newsworthy information related to the topic. For example, a cardiologist interested in attracting female patients can distribute a release with the warning signs of heart disease in women during National Heart Month in February.
Conduct a newsworthy and relevant survey and announce the interesting results in a news release. A restaurant might survey community members about whether they plan to dine out more or less this year; a health club might do a survey on the top reasons why people hate to exercise. Both have news value.
Partner with the public relations department of your industry’s trade association by offering to make yourself available for media interviews. Association public relations people are often contacted by journalists looking for members with a particular expertise to interview. Make sure your association knows about you, what makes your business interesting, and the topics you can comment on… and you’ll get referral calls.
Sponsor an attention-getting contest and announce the results in a news release. To promote a newsletter you publish, you could conduct a local “Worst Gift from a Man Contest.” The news release announcing the winners could lead to nationwide media attention, including a holiday appearance on a TV morning talk show. A hardware store could sponsor a “Most Innovative Use of a Tool” competition while a bridal salon could initiate a “Worst Wedding Horror Story” contest.
About Whyte-Hall Communications:
Whyte-Hall Communications is a Jamaican internet-based publicity and social media marketing consultancy that helps small business owners (professionals, consultants, entrepreneurs) boost sales, build credibility, and create a powerful presence using low-cost, high impact publicity and social media methods.
For more information, www.whytehallcommunications.webs.com
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