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10 Press & PR Tips for Small Businesses and Start-ups
Words Nikki Spencer
Small businesses and start-ups often feel that press coverage is out of their reach without paying for a PR company, but this couldn’t be further from the truth. Many journalists actually prefer to chat to entrepreneurs directly despite cuts to publications and pages, the media have been crying out for stories about new businesses launching in these uncertain times or pivoting to offer new products or services.
As a journalist, I knew that being mentioned in the media would be a good way to boost ticket sales for my Haven’t Stopped Dancing Yet, disco nights for grown-ups, and we have been featured everywhere from Prima, Stella And Woman & Home to Radio 4’s Saturday Live. But you don’t need a media background to do your own press & PR. It is not rocket science.
Tell your story
Newspapers and magazines and TV and radio are always looking for new and interesting stories to fill their pages and feature on their shows. Why did you set up your business? What did you do before? Career change and How I did It Stories are always popular especially with women’s magazines. If you have personal experience that will resonate with potential customers, sharing it via the media can be an excellent way to tell people about your business. Light Bulb is a Facebook group run by journalist Charlotte Fall, that links journalists who need stories, case studies and experts, with entrepreneurs.
Write a press release
Press releases have been around for over 100 years, but even in this hi-tech digital world creating a simple well-written document explaining what you are doing and why is still a good way to give journalists all the information they need to write a story quickly and easily. Just never say ‘it’s all on our website” - a sure-fire way to annoy a journalist! Former journalist turned marketing guru, Janet Murray, has lots of good advice on writing releases on her website.
Create a press list
What do your customers or would be customers read? Take some time to browse the shelves in WH Smith and see what’s out there. If you are B2B or want to raise your profile by becoming an expert in your industry, target trade magazines too. You can usually find email addresses for the relevant editors in the front of most magazines or pick up the phone and ask for their switchboard.
Read the magazines and papers you want to be in
A familiar complaint from editors is that people pitch without knowing the publication or what they cover. Look for columns or sections that your business could be featured in. A few years ago, I noticed that Stella Magazine has a slot called One Day, where women share personal stories, so I emailed them about launching my club night in my 40s. They felt it was perfect for their readership and when the article was published, we had a big rise in sales.
A picture paints a thousand words
Having good quality photographs to accompany any media coverage is essential and can be the difference between getting No 1 billing in a Top Ten piece or maybe not even featuring at all. It pays to use a professional who specialises in your area, such as products or events. You will also need a few headshots, especially if you are pitching yourself as an expert or plan to contribute to blogs & podcasts etc.
Twitter is a great way to connect with journalists
While Instagram is the social media platform most start-ups sign up to straight away, Twitter is still a very useful tool. Many journalists have their email addresses in their bio & many post that they need case studies using the hashtag #journorequests. Respond quickly, as they can get inundated, but only if you can provide what they need. When a journalist is up against a deadline it is very frustrating to sift through loads of messages & emails that aren’t what you asked for.
Timing is important
Having your product featured in a magazine or on a TV show can be a huge boost to sales and can often be because you provide what the media need at a particular moment. Since Covid19 designer Saundra O’Shea has made face masks which she sells via Not on the High Street. Sales sky-rocketed in June after mummy blogger and influencer, Candice Braithwaite, mentioned them on a slot she did on ITV’s Lorraine show when they announced that masks would be mandatory in shops.
Think local
While you may dream of your company or product being featured in the Grazia, don’t just think national but look closer to home too. If you have a shop or a business that services a local area, being on local radio or in a local paper or magazine can be great for sales. When I launched Haven’t Stopped Dancing Yet an article in the local paper really helped get people through the door.
You don’t have to say yes to everything
Always think carefully about how telling your story will reflect on your business. It can be flattering if you are approached by a magazine or newspaper but is their angle necessarily the message you want to get across to potential customers? Will it actually help with sales or raise your profile and how much of your time will be involved? Go with what you are comfortable with.
Tell everyone
Customers and supporters like to see any media coverage so when you do feature, share it widely on social media. If the article is online that’s even better as everyone can read it easily on their phones, plus there’s the added bonus that it can appear in Google searches even years later. Haven’t Stopped Dancing Yet was in a Time Out article on the best clubs for over 40s back in 2011 & people still find us that way.