How to apply it: Read the business and other sections of your newspaper and look for opportunities to pitch yourself to the appropriate editor. If there’s a new business section, send the business editor a press release on your new opening. If there’s an ongoing feature on wellness, and your business is in fitness, let the editor know what your area of expertise is and how you can offer information that may be of use in a story.Not sure how to get started? Contact a local PR pro. If you're comfortable doing your own PR, just make sure you're pitching the right people about your story or area of expertise. Here's one way to electronically pitch a story to The Press. But the best way is to get a name and contact them directly. THEN: If you’re printed, promote your coverage. Put a quote in an ad; frame the article and hang it up in your business; tweet about it on Twitter, or post a link to the story in Facebook. You can now promote your increased credibility just as the candidates do! The Walk-away: People are more receptive to advertising messages from credible sources. Use third-party mentions by a credible source as proof that you’ve got “great legs, and soon the rest of the community will be checking out your “legs” (ahem, ad claims) as well.
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