The New Rules of Getting Press for Business

One of the most cost-effective ways to build buzz, get business and have more clients is to get it media coverage. Traditional media has not gone away – it is singing a new song with social media.

So, capitalize on the Low-Cost social media channels. True, it’s easier said than done – but it must be done if you want to stay competitive. Public Relations firms still issue press releases – but make sure your PR firm knows about SEO Press Releases. A business can even monitor sites like HARO or RTIR and get free publicity that way. Here’s a link to get connected:

Read the rest of the tips here to learn how to be a “media darling” and found by that ideal customer.

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Make Yourself an Expert

One surefire way to attract the attention of journalists is to promote yourself as an expert in your field, says Samson of crowdSPRING. “Create content designed to position yourself as an indispensable authority on your industry, your city, your profession, or any appropriate topic,” he says. Ways you can accomplish this include writing case studies and white papers that you then distribute to the media, your customers, and other professionals in your industry.

You can also set up an online press center on your company or personal website where you compile all of the stories, mentions, and press releases you have generated, and make them easily accessible, says Samson. “Also include a downloadable press kit with information on your company, your team, and your service or product, as well as photos, bios, and any other material that will be helpful for those who want to write about you,” he says.

Tap Influential Bloggers

Most products are built for a specific population of users or specific use cases, and whatever your product or service, there are bloggers who write about it and are influencers, says Jeff Kear, co-founder of, which provides online wedding planning software for couples and event planners. “These people are almost always interested in new products and services, so prior to launching your product or service, develop a list of these people with their e-mail and contact info and reach out to them to try out your product or service before it is released to the public. We did this when we launched a free version of our product and we went from 20 registrations a day for our web-based wedding planning software to more than 100 registrations a day for a five-day period soon after our launch.”

Bloggers and journalists are also interested in new trends and data—something that you can provide for them, says Kear.  “One of our products is online software for wedding consultants, and these people are very interested in what brides are thinking,” he says. “So we reached out to brides with a survey that asked questions that wedding consultants would be interested in. This provided us with info for 10-15 very focused articles that had proprietary industry data, which we then published on our blog and promoted to bloggers and writers who cover our industry. This kind of activity generated dozens of links to our site from influential industry sites like, which has played a large role in increasing our site traffic by 168 percent this year.”

Read more on how to measure your site’s online influence.

Take on Speaking Engagements

Jasbina Ahluwalia, an attorney turned entrepreneur who founded Intersections Match, a personalized matchmaking service for South Asian singles, says that speaking at events like conferences often leads to interesting PR opportunities. For example: “I recently spoke at a national conference for South Asian physicians and was approached by a person who was filmng a documentary,” says Ahluwalia, whose company has also been profiled in other outlets like Entrepreneur and the Chicago Tribune.

Learn how to improve your presentation skills.

Apply to Awards Programs

While applying to annual industry awards or even more broad-based ones like the Inc. 5000 can be time consuming, they can also attract the attention of the media and new customers, says Judy Sultan, who is the PR manager for Xtreme Lashes, a company specializing in semi-permanent eyelash extensions “Recognition for your innovative idea or good business practices will give you an easy way to publicize your company,” she says. “And winning one award gives you leverage to win another.”

Be Charitable

Ryan Carlin of Roaming Hunger says that good press also results from good deeds. “Attaching yourself to a benefit or charity is one of the easiest and most beneficial practices in PR,” he says. “Consumers love hearing about charitable organizations and their events, and journalists know this.”

Get tips on corporate social responsibility.

The New Rules of Getting Press for Your Start-up



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