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Small Business? Don't neglect editorial in your local newspaper

24th of February 2002

A recently started local service got great exposure when the Mayor opened their facilities. This local interest story was captured by a journalist and photographer and appeared as editorial within the week. Can your business provide .. read on >>

A story with a local interest angle?

This local service could have just paid for advertising but the enterprising founder managed to persuade the local Mayor to open her facilities and a journalist and professional photographer from the local paper to attend and write up the story.

The exposure is focussed in her target market, local families, and the positive editorial gives her a good image at minimal expense.

Editorial is great, if you can get it, because people devalue advertising messages which are anything more than informative because the advertiser would only present one side of the story wouldn't they!

Targeted editorial ensures people will start talking, at least a little, about your offering. I already argued about the value of word of mouth communications in an article from March 2001, which you can read here.

I have not yet asked whose idea it was and what the results are (the article only appeared last week) but I firmly expect the formula will have worked well because it is one of those "win win" scenarios:

The newspaper needs local interest stories.
The Mayor likes to be busy opening local things!
The service needs publicity in the first year of trading.

Top of mind awareness has been achieved at low cost to all involved.

Even if you took a deely cynical view the scenario is still "win win" for all parties:

The newspaper needs to court potential advertisers.
The Mayor wants to be re-elected.
The business wants free publicity.

Conclusion:

If you want coverage but don't think you have anything of sufficient interest I suggest you read the publication you have in mind. See what sort of stories they run as editorial.

Perhaps ask one of their journalists what takes their interest.

You could ask a public relations professional if they could find suitable angles to get you the positive exposure.

It need not cost the earth but can raise top of mind awareness among your target customers.

Author Mark Abraham (mark@sticky-marketing.net) 23 February 2002

Links to other resources

anweb.co.uk - press release - a great website with a focus on artists but whose advise on promotion applies to a wider audience, "Journalists make considerable use of press releases, and the free coverage they can give you is definitely worth getting!"

Naturenet.net focussed on countryside matters but tips for PR are well considered and of value. "want to get some good coverage in your local media. Here are some ideas and hints for you to use."