My latest article on PR, which appeared recently in Elite Business Magazine, covers the opportunities for coverage for SME businesses in the national and business media.
Examples of the sorts of opportunities for SME businesses looking for national media coverage include:
- Being the expert. There is a huge demand from business publications for advice to help readers (my article in Elite Business is a case in point). This is a major opportunity for businesses such as professional, software, and consultancy firms. However, if you are knowledgeable about your market and customer needs, there is no reason why you can’t write advice articles too.
The key is to give useful and impartial advice based on facts, experience and in clear English, not jargon, and without skewing things so it is all about why people should use you.
- A colourful back story – if you are fortunate to have a distinctive back-story to your business, that is a huge asset. Did you overcome an adversity, challenge conventions or maybe blaze a risky and unproven trail. Here’s a recent example in Elite Business. However, it doesn’t have to be a personal challenge, it could have been a business challenge such not being able to get funding or overcoming a major setback.
- Speak out. There is no shortage of business owners who want to speak about how wonderful their services are and how smoothly they have overcome every challenge without a blip. There are surprisingly few who will talk about the business impact of economic, legal and other issues. If you are prepared to, you can build strong recognition for your business. Examples are in my article.