5 Crafty Ways to Make your Business Irresistible to the Media

    August 10, 2011

    There are hundreds of ways you can make your business attractive to the media.

    Several of them you probably already know. You smarty pants you.

    Getting crafty when it comes to publicity is nothing to be ashamed of. And there are several ways you can have the media doing back flips to cover your business. Here are five of them:

    Band together and pitch a trend

    The media loves trend stories. I mean, they freaking go ballistic for them.

    You can devise an exciting trend story simply by banding together with your fellow business owners under one common topic. For example, this story in INC magazine tackles the trend of "Mastering Last Minute Orders - How Companies Turn Rush Jobs into Science." The story features multiple companies under one interesting angle.

    Include customers in your pitch

    If a member of the media is profiling your business, they typically like to round out the story by interviewing people about their experience with your product/service. You'll see this frequently on network news programs and in newspapers.

    Ask a few of your best customers if they would mind singing your praises to a reporter and ask if they are ok with appearing on TV and/or being photographed for a piece. Then, mention in your pitch that you have at least three customers ready to discuss their experiences in person or by phone.

    Create your own survey or statistics

    This is especially helpful for service-based professionals and bloggers. Instead of looking for data to support your pitch, why not create your own? For example, let's say you are a beauty expert and you do a poll of your customers about which body part they feel is the least beautiful and the result is surprising.

    They all hate their feet.

    This would be a great pitch for "Five Ways to Make your Feet Look Pretty" with your own research as the source.

    Interview the media

    Why not turn the tables and ask an editor if you can interview them for your website or blog on a relevant topic? Vanessa Coppes of enV by Vaness Coppes did this brilliantly by interviewing an editor for her site, which resulted in a feature for her jewelry in their publication. Some of my clients have also done this successfully with Whole Living Magazine, Elle Magazine, and Lucky Magazine.

    Share your blog or email newsletter

    When the media is interested in what you have to say, it's very normal for them to ask "please add me to your distribution list." What this means is that they want to be kept abreast of any new company developments or interesting information you have to share. Once you make a connection with the member of the media, let them know that you write a blog or newsletter with helpful tips that might interest their readers/viewers/listeners. Then provide links to 2 or 3 of your best pieces and ask them if they'd like to be added to the list. One of my clients that owns a marketing firm gets no less than five media mentions every time he writes a new blog just from this strategy.

    TAKE ACTION: Which crafty method are you most excited to try? Do you have a crafty method you'd like to share with us? Don't be shy! Leave a comment below.

    Peace, love + cold water splashes,



    Melissa Cassera is a PR Expert that helps women entrepreneurs get the visibility and recognition they deserve through her Step into the Spotlight coaching program. Some things that make her smile include playing crazy roles in independent films, eating.....just about anything, working out to movie trailer music, watching craft tutorials (but never really making anything), swimming with her doggie, and being a rabid fan of True Blood.

    Read Melissa's other blog entries >

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