More ideas to make your business newsworthy

By TINA L. PUGLIESE, APR, Pugliese Public Relations

How you make your business newsworthy is only limited by your creativity and ingenuity. Here are more ideas to get your creative juices flowing:

Why did you start your business? If you started your business because you were dissatisfied with the provider you were using (or the employer you worked for), let the media know. For instance, you went into the Italian restaurant business because the Italian food in the local area was not authentic. Maybe you started pool-cleaning service because of the terrible job service providers were doing on your own pool.

Turn a customer story into a human-interest magazine feature and throw in a few tips.  People love a great story because it touches them emotionally.  A word of warning though:  In putting together a story, make sure that you get your client’s permission before it is published. 

Talk about how there is a crisis in your industry in your area or in general.  The media love to write about problems and if you have the solution, they will love to write about you.

The media love to cover events, especially those that are for seniors and where there is a not-for-profit motive involved.  A great example would be to raffle off a car and give the proceeds to charity. 

Be the first to adopt a new technology in taking care of people.  The media and people in general love technology and something new and innovative is the perfect key to getting publicity.  However, it should not be technology for the sake of itself.  It must have a functional purpose.  A good example of this would be the use of the Web in a way that increases communication or service to your clients.

Have you added new services?  If it is something new or there is a new twist on it, you may find that there is a delightful PR angle on the service.

Announce a partnership with a new company that will bring additional services to all clients.  Depending upon the size of your organization, this kind of publicity can be a windfall for all because it allows you to showcase new products and/or services.

Tell the world about your unique working conditions and flexible hours.  Not only is this a great feature story, it may also help you generate some new potential employees.

Write an article for your local newspaper, online media or magazine about your industry or the problems that you see in your community.  Do not make it self-serving.  Newspapers are not likely to run a full story on your company that is really nothing more than an ad for your services.

Take up an issue and take a public stand.  Community issues, especially those that may affect seniors need your involvement and when you do, both you and your company will probably be quoted and/or interviewed.

Suggest to your local newspaper or online media that they run an advice column related to your line of work.  Offer it as a column that you write daily or weekly, or choose to take questions from the public like advice columnists.