How to Get Coverage in the Media for Your Business
- Community Futures Howe Sound
- 3 hours ago
- 4 min read
Getting coverage in local media can give your business a valuable boost in visibility and credibility – two things that are usually either hard won or expensive.
But don’t forget this fact: Journalists are actively looking for stories from their community. For example, the Squamish Chief does a regular section called ‘The Business Beat,’ which features local businesses and start-ups (we also sponsor this section to help support small businesses!).
So if you’re looking for a different approach to marketing, consider trying to get your brand in the local news.
Know what journalists are looking for
Before making a game plan, it helps to understand how journalists think and what they’re looking for.
The biggest mistake is to approach it like an advertisement. They are not looking to promote businesses directly.
Instead, they are looking for stories that will interest their audience. That usually means something timely, unusual, or relevant to the local community.
A strong hook is essential. This could be a new product with a local twist, a business milestone, a community initiative, or a response to a current issue. Human interest also matters. Stories about people, challenges, and impact tend to perform better than straightforward business updates.
The more specific and unique your angle, the better your chances of getting coverage.
Bad angle example: Business launches new product line.
Local angle example: Business launches new product line using only materials made in the Sea to Sky.
Timely angle example: Business launches product to reduce your petrol costs.
Unusual angle example: Business launches product line that recycles toenail clippings.
Write a press release
A well-written press release is still one of the most effective ways to share your story. Keep it clear and concise, with a strong headline that quickly communicates why the story matters.
The first paragraph should cover the key details, including who, what, where, when, and why.
Avoid promotional language and focus on facts and relevance. Include a quote that adds personality or insight, and make sure your contact details are easy to find. Include at least two high quality images for them to share with the story.
Journalists often scan dozens of emails a day, so clarity and brevity can make a big difference.
Build relationships with local journalists
Rather than sending one-off emails, think about building ongoing relationships with local reporters and editors.
Follow their work, understand the types of stories they cover, and engage with them where appropriate. When you do reach out, personalize your message. Mention why your story is relevant to their audience or beat.
Tailor your pitch
A generic pitch sent to multiple outlets is easy to ignore. Take the time to tailor your pitch to each publication.
A community newspaper may be interested in the local impact of your business, while a regional magazine might prefer a broader lifestyle angle. Keep your email short and to the point. A brief introduction, a clear story idea, and a sentence explaining why it matters to their readers is often enough.
Attach your press release or include it below your message for easy access.
Use timing to your advantage
Timing can play a big role in whether your story gets picked up. Tie your news to something current where possible, such as a seasonal trend, local event, or wider industry development.
Planning ahead also helps. If you know you have a launch or milestone coming up, reach out in advance so journalists have time to consider your story.
You can also keep an eye on important days throughout the year. For example, National Dog Day is celebrated on August 26 this year – this could be a good excuse for a story for vets and pet stores.
Avoid sending pitches late on a Friday or during major news events when attention is elsewhere.
Make their job easy
Journalists are often working to tight deadlines, so the easier you make their job, the better.
Provide high-quality images, clear background information, and quick responses to any follow-up questions. If you can offer an interview or additional insight, mention that upfront.
Being prepared and responsive can turn a maybe into a yes.
Host a fam event
A fam is a ‘familiarization,’ and it essentially works to introduce relevant people to your brands and products or services. It could be a free dinner at your restaurant, an open house at your retail store (with snacks and prize draws to make it exciting), or a free experience.
You would invite journalists, travel agents, and community leaders who might be more likely to talk about your brand. Also invite friends and family so they can support you and add more excitement to the event. The goal is to generate buzz and perhaps a few social media posts to get your name out there.
Even if the event itself doesn’t generate a news story, it may at least put your brand on journalists’ radar. That way, they may be more likely to cover a story in future.
Leverage your coverage
If you do secure media coverage, make the most of it. Share the article on your website, social media, and newsletters. This not only extends the reach of the story but also shows future journalists that your business is newsworthy. Over time, this can build momentum and make it easier to gain further coverage.
Say hello to Community Futures Howe Sound
Community Futures Howe Sound is your free, friendly, expert, and local business advisor throughout Squamish, Whistler, and Pemberton. Whether you want to use us as a sounding board for a new business idea, or ask specific questions on anything from marketing to HR to finances, we can help. Of course, we also offer character-based loans to buy or grow your Sea to Sky business.
Plus, we often interview our clients and post the results on this blog, and we spotlight our clients across our social media. We might not have as much of a readership as the local news sites, but every little bit helps!
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