When it comes to traditional marketing, small shops forget a rather simple and free way to get exposure to their business: Getting an article published about your business. People still trust printed news and having a story about something related to your business will increase credibility and visibility. 

However, not all small business owners know how to work with media. Here are some general guidelines when it comes to getting print media to be interested in your story.

• Pitch or “sell” an idea and have the publication, such as a newspaper or magazine, write the story. Maybe it’s a new product or an employee that has done something outstanding. 
  
• Another key is to make sure you’re speaking with the correct person. Take some time and research to find out who you need to send a release out to. Know the publication and make sure their target area is your target area. If you reach the wrong paper or reporter, your story may not get published. Double check fax and email addresses. 
  
• Another way to get visibility is to send out a press release. The key is to provide news about the business such as topics like a business grand opening, open house, expansion, closing, and transfer of ownership or personnel changes. Releases should be short and to the point. Remember, reporters are busy.

Leveraging the media to gain exposure can work for the benefit of your business. A reporter’s first concern isn’t driving more business to you. They only want to write a story that will interest their readers. But, you can kill two birds with one stone. Get a reporter to publish something about your company, and you’ll probably be gaining new clients and customers.