Small Biz Fuel

Making the headlines in traditional media can be challenging. How many times have you sent a press release (I use “press release” rather than “news release”, because it is not news until printed by the press) to local media, eager to help them inform the community about something valuable for their readers or listeners? You know the drill. You are so excited about your business venture – a new product, service, employee, event sponsorship, etc. – and you are certain that if others knew about it, they would be excited as well. Yet your efforts to spread important news through local media fall on deaf ears. Your press release never makes it to print or into the newscast.

Just to be clear, this is not a slam on local media. It’s a reality check. The truth is local media is not your marketing firm. Their primary interest is not your business success – it’s the success of their business. In other words, if your press release does not “work” for them, they have no compelling reason to share your news. Therefore, all press releases should be compelling to the editor. They must have a hook – a connection with current news, issues, celebrity, or controversy. In other words, your press release must be newsworthy. A press release about your new ice cream flavor is not compelling. A press release about your new ice cream flavor that saves gas or influences global warming – now that’s compelling.

Traditional media is giving way to on-line publications and news sites. Many of these sites provide opportunity for users to submit content, even to the extent of writing the headlines and the stories. Check your local weekly or daily newspaper as well as popular radio stations. Many are offering ways for you to make the news in a new way.

One such on-line venue that I am very familiar with (I’m the publisher) is YourNews.com – Northern Colorado. At this site you may post your story, opinion, event announcement, or classified. All FREE and with pictures or video! In addition, your posting includes a web link back to your site, so readers can learn more about you and your organization or business. Here’s your opportunity to share your news AND direct visitors to your website. FREE.

Play this recording for a bit of hype about the new site.

It’s your turn to write the headlines – and the story!

Keep Chargin’