I’ve been in public relations and community engagement for over 20 years. For various reasons, I’ve seen so many small businesses miss out on great opportunities to get featured. When I worked for the City of New York, the media and the community often sought me out for interviews. However, the game became more challenging once I became an entrepreneur doing the same work for small businesses.
Why do small businesses shy away from using public relations to build their brand exposure? Pitching to the media can be daunting, and the uncertainty of whether a pitch will be accepted can be discouraging. I sometimes ask myself, “How did that story become newsworthy while my client’s powerful story about surviving child sexual abuse and becoming a true advocate for children didn’t get picked up?” If I, with my experience, can be baffled by these decisions, imagine how a small business owner, already juggling numerous responsibilities, feels when faced with rejection.
This is why I believe entrepreneurs should be bold and stay positive when pitching. You won’t always get a yes, even if the story is newsworthy. It might not be the right fit for that media platform then. Here are some tips I recommend when pitching:
1. Research: Ensure the media platform covers stories related to what your brand does.
2. Patience: Understand that it takes time and persistence.
3. Follow-Up: After sending a pitch, follow up with a polite phone call or email. Something like, “Hello, my name is Sharon, and I wanted to know if you received the pitch I sent recently.” Two things can happen: they’ll say yes or no. If they say no, ask if you can resend it and get the correct email. While this doesn’t guarantee coverage, it helps build connections.
Being polite and showing gratitude goes a long way. Unfortunately, I’ve heard horror stories about entrepreneurs demanding media coverage, which often leads to being blacklisted. Being kind doesn’t take much, especially when you need their support.
Another reason entrepreneurs avoid PR is the belief that their business isn’t newsworthy. I once spoke with a small business owner who never pursued a PR campaign because he felt he didn’t have a story. I told him everyone has a story, and there is always someone out there who will relate to it.
Additionally, PR isn’t just about media coverage; it’s a whole toolkit of resources to help build brand exposure. Entrepreneurs need to recognize the value of PR and how it can significantly enhance their brand’s visibility and reputation. By being persistent, patient, and polite, small businesses can overcome PR challenges and successfully get their stories told.
What PR Can Do for Your Business(Opens in a new browser tab)
Stop shying away from the media. Learn how to navigate the world of public relations and get your story heard. With over 20 years of experience, I can guide you through the process and help you build the brand exposure your business deserves. Let’s turn your story into news and make your voice heard.