•  Pitch stories based on one of 4 angles:
1. Audience interest angle: newsworthiness of product, service or community organization.
2. Community impact angle: Positive contributions made possible by product, service or key players.
3. Local angle: Tie-in to world, national, regional or local trends and stories.
4. Expertise angle: Credentials and reputation of key players.

• Offer by-lined articles, access to background information.

• Prepare for interviews, talk shows and guest appearances by anticipating questions and developing brief talking points to address them.

• Speak in brief sound bites – they are less likely to be cut or edited.

• Be available when the media contacts you. They often are on a tight deadline. If you don’t take or return calls promptly, they will move on to another source. 

 Robin Peel opened Robin Peel Marketing & Public Relations in 2002 to assist professional practices, small businesses and professional organizations achieve success in promoting and publicizing their businesses. Over 30 years of experience in advertising, public relations, business development and community service has prepared me to help businesses use free publicity, savvy promotion and public relations activities designed to generate publicity and revenue.

When you contact an editor, reporter or talk show host, you have only a few seconds to create a favorable impression. Before you send that email or make that call, practice your short, to-the-point message.

• Pitch stories based on one of 4 angles:

             Audience interest angle: newsworthiness of product, service or community organization                        

             Community impact angle: Positive contributions made possible by  product, service or key players.

            Local angle: Tie-in to world, national, regional or local trends and  stories.

            Expertise angle: Credentials and reputation of key players.

• Offer by-lined articles, access to background information.

•  Prepare for interviews, talk shows and guest appearances by anticipating questions and developing brief talking points to address them.

•  Speak in brief sound bites – they are less likely to be cut or edited.

• Be available when the media contacts you. They often are on a tight deadline. If you don’t take or return calls promptly, they will move on to another source.

Robin Peel opened Robin Peel Marketing & Public Relations in 2002 to assist professional practices, small businesses and professional organizations achieve success in promoting and publicizing their businesses. Over 30 years of experience in advertising, public relations, business development and community service has prepared me to help businesses use free publicity, savvy promotion and public relations activities designed to generate publicity and revenue.

Since then, I’ve discovered additional low-cost ways to publicize and promote my business. For small businesses and professional practices wanting to generate publicity and raise awareness for their products or services, here are nine:

1. News Releases announce items of interest to the media’s audience.
2. Public Service Announcements and Calendar Notices announce seminars, workshops, and special events. 
3. Letters to the Editor express an informed point of view.
4. Tip Sheets and blog posts offer useful info to reporters, presentation attendees, prospects and clients.
5. Articles and White Papers establish expertise while providing useful information to the reader. Can be used in a media kit, as a follow-up to an initial contact with a prospect, or as an offer on your web site
6. Testimonials describe how your product or service solves problems for your target audience. Can be used on your web site and in print materials.
7. Case Studies demonstrate competency. Can be used on your web site and in print materials.
8. Social media can spread the word by making relevant comments on blogs, Facebook postings, participation in LinkedIn groups and other online forums.
9. Radio talk shows and on-demand online podcasts look for interesting guests to interview.

If you have a small budget, consider spending time instead of money on getting the word out. By adding one or more of these activities to your marketing toolkit, you can leverage your networking and paid advertising activities for little cost.

Robin Peel opened Robin Peel Marketing & Public Relations in 2002 to assist professional practices, small businesses and professional organizations achieve success in promoting and publicizing their businesses. Over 30 years of experience in advertising, public relations, business development and community service has prepared me to help businesses use free publicity, savvy promotion and public relations activities designed to generate publicity and revenue.

Article originally appeared on www.bizsite4.com on June 29, 2011.