What’s new? What’s different? What has changed? If your business has something to say, tell the media.
Getting a positive news story in the newspaper or on the radio is a major avenue of promoting your business. It hardly makes good business sense to ignore it.
But gone are the days when journalists had the time to seek out every piece of minor news and actively chase the people concerned. The advent of wire services and press secretaries has left most journalists office-bound, so unless the news of the day is placed before them it can be over-shadowed by other businesses who know how to use the media.
Plenty of newspapers, especially provincial or community papers are crying out for great news stories about local businesses. But you’ve got to get out there and tell them about it.
You won’t always have a great story to tell but it’s a good discipline to think about it regularly. Too often great news potential gets missed simply because nobody thought to tell anyone about it. And sometimes news turns up in unusual places. For example, taking on a new team member is unlikely to set the world on fire, but if there’s something about that person that makes for interesting reading, then why not “sell” it. They might, for instance, be a leading light in their field, or have come to New Zealand with special expertise etc.
Likewise, ongoing sponsorship of a particular event is not news, but if you just put in more money and saved it from the brink of collapse – that’s news.
Establishing a new export market for your product may not be big news if you live in Auckland, but if your business is in a small provincial town and you’re the first to market overseas, then that is something to make a fuss about.
Get into the habit of asking yourself:
What’s about to happen?
What has just happened?
Think about how the news might be interesting to other people.
www.astillhawke.co.nz
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