How to Generate Affordable PR for Your Small Business
As a small business owner, you might think that earning media coverage is out of reach without a big PR budget.
But after helping small businesses increase their visibility and credibility for over 25 years through my company, e-Releases, I can confidently say that you can gain valuable media attention without breaking the bank.
What’s the fastest, easiest way to do so?
Through strategically creating and distributing press releases.
Generating PR Through Press Releases
Here’s how to craft strategic press releases that capture journalists’ attention and generate earned media.
1. Focus on storytelling
When writing your press release, don’t just list your product features. Instead, incorporate storytelling elements to create a compelling narrative. Journalists are naturally drawn to stories with a clear arc, so include a well-structured story.
Think about the problem your product or service solves and how it has made a difference in your customers’ lives. Share a specific example of a customer who has benefited from your offering, and include quotes that highlight their experience. This humanizes your brand and gives journalists a powerful story to build upon.
Remember, your goal is not just to inform but to engage and inspire. By weaving a captivating story throughout your press release, you’ll increase the chances of journalists taking notice and wanting to learn more about your business.
2. Leverage data and surveys
One effective way to generate media interest is by conducting a survey in your industry. Ask a series of relevant and timely questions, and reach out to small, independent trade associations in your industry. Offer to mention them in a press release in exchange for sending the survey to their members. Once you have the results, analyze them to identify key insights and craft a press release around the most compelling findings.
Journalists love data-driven stories because they provide credibility and objectivity to their reporting. By conducting a survey and sharing the results in your press release, you position yourself as a thought leader in your industry and offer valuable insights that journalists can use to create informative and engaging content.
When designing your survey, consider the current trends, challenges, and opportunities in your industry. Ask questions that will yield surprising or noteworthy results, and include both quantitative and qualitative data. Once you have your results, use data visualization techniques like charts, graphs, and infographics to make your findings more digestible and shareable.
3. Highlight your unique story
Don’t be afraid to get personal in your press releases. Share your journey, the obstacles you’ve overcome, and the passion behind your business. People connect with the human interest element, and it cuts through the noise.
Your unique story sets you apart from your competitors and makes your business more relatable and memorable to journalists and their audiences. Consider the challenges you’ve faced as a small business owner, the lessons you’ve learned, and the values that drive your business forward.
When sharing your story, be authentic and vulnerable. Journalists and readers appreciate honesty and transparency. By opening up about your experiences, you create a deeper connection with your audience. Showcase your personality and the passion behind your brand – this is what makes your story unique and compelling.
4. Target local and industry-specific media
While national media attention is fantastic, don’t overlook the power of local and industry-specific outlets. Build relationships with local journalists, business magazines, and trade publications by pitching them story ideas and offering your expertise. Journalists like to get accolades, and they rarely get them for covering the latest edition of Microsoft Office.
Local media outlets are always looking for stories that resonate with their community. As a small business owner, you have a unique opportunity to showcase how your business is making a difference in your area. Consider the local angles of your story – how are you contributing to the local economy, supporting local causes, or innovating in ways that benefit your community?
Industry-specific publications, on the other hand, are less interested in local stories, instead they want stories that are relevant and valuable to their niche audience. By positioning yourself as an expert in your field and offering insights and commentary on industry trends and challenges, you increase your chances of being featured in these targeted outlets.
5. Maximize the impact of your press releases
When distributing your press releases through a press release distribution service like e-Releases, choose the most appropriate industry categories to ensure your content reaches the right journalists. Include relevant photos to increase engagement, and consider creating a dedicated page on your website with additional information and resources related to your press release.
To optimize your press release for search engines, include relevant keywords throughout your content, especially in your headline, subheadings, and opening paragraph. However, use these keywords naturally and avoid keyword stuffing, as this will harm your search engine rankings.
In addition to distributing your press release through a service like e-releases, share it on your company’s social media channels and email newsletter. This helps amplify your message and reach a wider audience, increasing the chances of your press release being picked up by journalists and other influencers in your industry.
6. Repurpose and update past releases
If you have a product, book, or event that didn’t receive much attention when it first launched, consider crafting a new press release with a fresh angle. Tie it with something that’s going on recently either within your industry or the world at large.
Repurposing past press releases is a cost-effective way to generate new media coverage without starting from scratch. Look for ways to update your original press release with new information, insights, or angles that are relevant to current events or industry trends.
For example, if you originally launched a product that solves a specific problem, consider how that problem may have evolved or become more pressing in light of recent events. By updating your press release to address these changes and showcase how your product is still relevant and valuable, you create a new opportunity to capture media attention.
Press Releases for PR
By following these strategies and leveraging affordable press release distribution services like e-Releases, you can earn valuable media coverage without a hefty PR budget. Journalists are always on the lookout for new and interesting stories from undiscovered sources.
Investing time and effort into crafting compelling, story-driven press releases can yield impressive results. Some of our clients at e-Releases have generated hundreds of thousands of dollars in revenue from a single press release. With the right approach, you can level the playing field and gain the credibility and visibility your small business deserves.