How to… get in the local press

The professional image which got the attention of the local press

So I’m launching a new business/product/event – to me it’s the centre of my universe, surely my local newspaper will want to cover it…

Nope. To them it’s not news – loads of new businesses launch every day. Thousands of new products hit the market each week. So how do you get decent publicity for your business without paying a fortune in advertising?

Well, all I can tell you is what worked for Words by Fiona Kyle. Obviously to me launching a brand new copywriting and proofreading business was a huge deal. But let’s be brutally honest – my business is not newsworthy. Plenty of people offer a similar service (although not in quite the same way or to the same standard I would obviously argue!). Yet my story appeared in the Yorkshire Post and on thebusinessdesk.com which my fellow Yorkshire-types will know is a fairly big deal for the Yorkshire business world.

The simple answer is you have to work out what is newsworthy about your particular story.

Case study – the Yorkshire Post

The Yorkshire Post did a fantastic article about my business and those belonging to my friends Gaby and Emma. I got in touch with a journalist who works for the paper and explained that we were all mothers who had set up our businesses after working together on a local event as volunteers and that I was keen to set up a local networking group for ‘mumpreneurs’. The paper was interested in the debate around the term mumpreneur and we got a great feature out of it.

Case study – thebusinessdesk.com

I was lucky in this case that I went to school with a key player at the businessdesk.com so I had an easy ‘in’. Building relationships with journalists can be a great way to learn about what they really want from a story and for them to come to trust you as a source (so don’t just ply them with any old stories!). Again though, my story is not newsworthy on its own but combined with Gaby’s much more glamorous business, the human interest of our friendship together with a professionally taken image of the two of us and we got some more great coverage from it.

Hints and tips

  • Think before you start out on a PR campaign – is my story newsworthy? If not, is there another angle I can approach it from which makes it seem more unusual.
  • Write a press release but keep it to one side of A4. Email it through to a contact at a local paper. Follow it up with a phone call a few days later to check it was received and see if it was of interest.
  • Get a professional image taken  – resources in local news can be really stretched so if you send a great picture they can use, your story is much more likely to get in.

If you would like to chat about more tips like this, or need help writing a press release or finding an interesting angle to approach it from, please get in touch on info@wordsbyfionakyle.co.uk

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2 responses to this post.

  1. […] About « How to… get in the local press […]

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  2. […] customers (and to know how to get the interview in the first place, have a look at my colleague Fiona Kyle’s blog on the […]

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