I had someone ask me (in another online group) how I got (repeated) local media exposure for my business - in different cities. (I had it in one, then in another when I moved, so it has worked more than once.)
This is a general outline, but if you have questions, please ask!
- Define your purpose for the exposure. What do you want to happen when someone sees/hears/reads the story? Do you want a sale or a website visit that leads to a sale? Do you want people to join a list in the hopes that they will become a customer later? Be specific in what you want, but be realistic - news outlets don't just run sales ads.
- Research the local media outlets. Most tv stations now have short bio clips about their reporters on the site. Take your time and read about the reporters and see what interests them. If it is a newspaper, look at what types of stories they typically cover.
- Create your angle. Why would the local media be interested in your story? They won't be interested just because you have a new website, but they might be interested if your website showcases 10 outstanding local lady entrepreneurs or that you have a mentorship program to help single moms become entrepreneurs. You can also create a contest for media coverage.
- Create or have someone else create your press release.
- Send your press release to one person per outlet - not to them all!
- Become a media magnet - once you have that first interview, keep a relationship with the reporter, producer, etc. I have gotten repeat interviews simply because I keep in touch.