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4imprint Small Business Newsletter
Make the news: Easy media relations efforts for small businesses
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As a small business, you are no doubt looking for cost-effective ways to get the word out about your business and your products or services. Media relations can help.Media relations refers to the practice of reaching out to and establishing relationships with members of the media to inform the public of your organization and business. In doing so, your business’s news takes on a certain level of credibility when reported by someone outside of your company, and it has a greater opportunity of reaching larger audiences without the cost associated with direct mail campaigns.

Furthermore, establishing and maintaining relationships with members of the media allows for familiarity and rapport to be built, so when the time comes to contact them, they will be more likely to return your phone call or read your e-mail. Established relationships also open the door for media to come directly to you when seeking news, products to review, expert opinions or responses to current events.

Extra! Extra! Read all about the top dos and don’ts of small business media relations:

  1. DO define your audience and DO conduct research
    Are you hoping to gain new business (new customers)? Be recognized within an industry (your peers or competitors)? Or, just build visibility within your community (the public)? What does this audience read or watch? Where are they located? What are they interested in? Defining the audience and the best channels to reach them is not only a basic tenet of marketing and communications, but it will also help in identifying the appropriate media contact to help spread the word when conducting media relations.
  2. DO decide what you want to say—DON’T be boringIdentify your business’s message and craft if carefully and thoughtfully so that it is unique and its potential interest to your audience is apparent.Many local journalists enjoy writing features that illustrate positive impact in the community. A great way to actively seek these newsworthy items is to capture the thoughts and stories of your consumers. Create customer feedback surveys with open-ended questions and entice people to participate by entering those who complete these surveys in a drawing. Give away affordable, yet fun branded totes like a Two-Tone Tote Bag or the Open Wide Tool Bag.
  3. DO identify the right media outlets so you DON’T spam reporters
    Before you send a release or pick up the phone, make sure the outlet caters to your audience and the reporter you are contacting writes about that type of news. You should also be familiar with the content and writing style of the reporter you are contacting so that you can have a general idea of his or her potential interest prior to contacting him or her. Just as you take the time to research and identify an audience for your message, you must also take the time and effort to do the same for media. Don’t fall victim to crying wolf syndrome—if you barrage reporters repeatedly with content that they don’t write about or within a beat they do not cover, they are more likely to ignore you … even when that day does come that you send something their way that truly IS of interest.
  4. DO say thank you and stay connected
    When a story or article you pitched is published or an editor chooses to run a press release that you sent to them, be sure to acknowledge these events and thank the reporter or editors involved. Send them a small gift of gratitude for extra spectacular coverage like a handy Sprial Pocket Flag Buddy with Pen or scrumptious Drinking Dots. Also, be sure to thank employees or customers who participated in the article or the interview process by sending a small thank you like a Boogie Bot and a note that says “You rock!” or a Hand Clapper and a “Thanks for giving a hand!” note . After the article has run or the story has aired, make an effort to stay in contact with the media outlet—whether it be a quick hello, a comment on an article, or to pitch new stories and articles. Keep your business at the top of their mind by including a Business Card Magnet or a classic Helsinki Pen with your contact information on it.

Now, get out there and spread the word—build relationships with media and pretty soon you and your audiences will be reading all about it!

American Diabetes Month
Aviation History Month
Epilepsy Awareness Month
Family Stories Month
Lung Cancer Awareness Month
Military Family Appreciation Month
National Adoption Month
National Alzheimer’s Disease Month
National Georgia Pecan Month
National Home Care & Hospice Month
National Life Writing Month
National Long-Term Care Awareness Month
National Novel Writing Month
National Peanut Butter Lovers Month
National Roasting Month
Prematurity Awareness Month
National Animal Shelter Appreciation Week: 1-7
World Communication Week: 1-7
Pursuit of Happiness Week: 8-14
Fraud Awareness Week: 8-15
National Young Reader’s Week: 9-15
World Kindness Week: 9-16
American Education Week: 15-21
National Family Week: 22-28
National Game & Puzzle Week: 22-28
National Teens Don’t Text and Drive Week: 22-28
Better Conversation Week: 23-29
1: All Saints’ Day
1: Daylight Saving Time Ends
1: National Authors’ Day
2: Cookie Monster Day
3: Cliché Day
3: Sandwich Day
4: Use Your Common Sense Day
5: National Men Make Dinner Day
7: International Tongue Twister Day
7: National Bittersweet Chocolate with Almonds Day
8: Cook Something Bold and Pungent Day
8: National Parents As Teachers Day
10: Area Code Day
10: Marine Corps Day
11: National Young Reader’s Day
11: Veterans Day
13: Guinness World Record Day
13: World Kindness Day
14: World Diabetes Day
15: America Recycles Day
15: National Bundt (pan) Day
17: Homemade Bread Day
18: Mickey Mouse Day
18: Push-button Phone Day
18: National Education Support Professionals Day
19: Great American Smokeout
19: Use Less Stuff Day
20: Children’s Day
20: Name Your PC Day
21: World Hello Day
21: National Adoption Day
21: National Family Volunteer Day
22: Humane Society Anniversary Day
24: Celebrate Your Unique Talent Day
26: Thanksgiving Day
27: Black Friday
27: Flossing Day
29: Electronic Greetings Day
30: Computer Security Day
30: Stay Home Because You’re Well Day
Bingo’s Birthday Month
National Write A Business Plan Month
National Tie Month
Rising Star Month
Safe Toys and Gifts Month
Universal Human Rights Month
Cookie Cutter Week: 1-7
Tolerance Week: 1-7
Recipe Greetings For The Holidays Week: 1-8
Operations Santa Paws Week: 1-19
National Hand Washing Awareness Week: 6-12
Human Rights Week: 10-17
Hanukkah: 12-19
It’s About Time Week: 25-31
Kwanzaa: 26-1/1
1: World Aids Day
2: Special Education Day
3: International Day of Disabled Persons
6: Coats & Toys for Kid Day
6: Miners’ Day
6: St. Nicholas Day
7: National Pearl Harbor Remembrance Day
7: National Cotton Candy Day
10: Human Rights Day
15: Bill of Rights Day
16: National Chocolate Covered Anything Day
17: National Re-gifting Day
18: Underdog Day
21: Humbug Day
21: Winter Solstice
24: Christmas Eve
25: Christmas
26: Boxing Day
26; National Candy Cane Day
29: Tick Tock Day
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