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Entrepreneur Addiction #24: How to Get Local Media Coverage – Part 1

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Local media coverage is a low-hanging fruit opportunity for many small businesses. We sat down with Pat Parkinson, a veteran newspaper reporter and current Director of PR at PRMarketing.com, and discuss how to land stories in local newspapers, radio and TV stations.

He has unique insight into how the media does things, and has great advice for any small business looking to get some publicity. Also, download Pat’s eBook “16 Public Relations Pitfalls.”

Our conversation ran a bit long so we broke it up into 2 parts. Turn up your speakers or put on your headphones, and enjoy Part 1:

Highlights of ‘How to Get Local Media Coverage — Part 1′

  • How to think like a journalist
  • Media opportunities for small businesses
  • Tips on getting local radio, newspaper and TV coverage
  • Becoming an industry expert
  • Timely, relevant and unique
  • Turning national events into local stories involving your biz
  • Getting ahead of angles
  • Developing stories for local audience
  • Being media savvy
  • Goats in the office
  • Create sound, photo and video opportunity
  • The value of local media
  • ROI of media placement?
  • Earned vs paid media
  • State of media
  • How to find a newsworthy topic
  • Be agile; attack the unique, relevant angle
  • GoDaddy shooting elephants

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About the Author

  • Dan Bischoff

Comments

  1. I guess the elevator speech approach is appropriate with journalist also! There are some good nuggets in this radio interview. Yes, most business owners, especially small business owners, are indeed not media savvy. Being a spin doctor is a function of talent and practice. Another advice that I heard in the past was “think about ‘drama’.” The story has to be dramatic. That is, it has to appeal to people and evoke feelings in them.

  2. Taras, thanks for commenting. Drama is a great piece to this. If you can create a story that pulls at the heart strings, you’ll have a great chance to get in the media.

    • Dan, that’s what I learned from a good friend of mine, who’s been a writer for quite a few major TV shows. I have learned a great deal from him. It is all common sense, when you are aware of it. However, it is not so apparent when you are a startup entrepreneur. The participants on the radio show were right about small business owners not being media savvy. I also hope that it was clear from my comments that drama does not necessary means emotional drama. Essentially, as I was explained, drama means “why should somebody care.” It is critical for entrepreneurs to have someone on their staff who is great with words and a good spin-doctor (in a good sense).

  3. Taras, I think you nailed it. The question “Why should somebody care?” not only will help getting media attention, but it is vital for small business success in general. Why should someone care about what you’re doing? Why should someone else care about your product or service?