Business development 28 June 2018

How a little company can get a lot of coverage: 5 PR essentials for micro businesses

PR micro businesses
PR coverage for a micro business doesn’t have to cost a fortune
If you’re running a micro business, PR can be cost-effective, powerful tool: it can raise your company’s overall visibility, lend you much-needed credibility, and make a positive impression on your target audience.

It also doesnt have to cost a fortune. A micro business can boost its profile, earn its reputation, and win new customers on a budget: it just has to be clever about how this budget is spent.

These proven PR tips will help you make a name for your company, and lay some solid foundations for more ambitious campaigns in future.

  1. Choose quality of coverage over quantity

it’s easy to assume that the most PR is always the best PR, but it’s also very wrong. Make no mistake: if an agency is promising you a suspiciously high number of media hits, don’t walk away from the meeting run. You may well get the coverage, but it will most likely not be of the required quality, or even relevance.

A robotic process automation technology company probably has little use for a glowing writeup in Wood Furnishing Weekly, even if it’s really effusive. Twelve such write-ups will still likely have less effect than an interview in media actually consumed by your target audience.

Accordingly, you should start by making a list of the sort of publications, websites, and other media outlets that your target audience actually reads. You can find this out through a combination of simple guesswork, talking to your customers (do this understand what they read and their pain points), or by examining competitor activity.?

  1. Understand what is newsworthy

Your product or service isnt inherently newsworthy as many journalists whove received a self-serving pitch about a radical new kind of USB stick will attest. It needs some combination of these five news values to gain their interest:

  • Impact

How will people be affected by your story? Is there an audience for it, and who’s in that audience?

  • Authority

Why do your opinions on this hold more weight than the average person’s? Do you have any special credentials that might gain a journalist’s and a readership’s interest?

  • Conflict

Is there an argument, and which side of it are you on? How can your contributions change or advance this argument?

  • Weirdness

You know: dog bites man isnt a story man bites dog is. A little oddness goes a long way towards making your story newsworthy.

  • Humanity

What about your story is relatable and human?

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Thameslink

Thameslink vs. Poundland: How to protect your brand and reputation on social media

Reflecting on a recent online spat between rail firm Thameslink and high street retailer Poundland, Grid Law founder David Walker explains how business owners can protect their own brand and reputation on social media.

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  1. Get your gatekeeper’s attention

Knowing who to target, of course, is only half the battle; the other half is getting noticed by journalists, editors, digital influencers, and other gatekeepers. Think about how your story fits in with their beat and? use this to your advantage. For example you could:

  • Look for relevant stories theyve already published. How can you move the story forward, if at all? What’s your alternative angle on it?
  • Read your target publications. Who focuses on which area? What’s their email address? Do they use social media, and can they be contacted on it?
  • How does your company fit into the story and what can your company add to any existing stories?

 
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