Now you know which newspaper you want coverage in and you have found out who you will need to approach, it’s time to take a step back and start thinking about what it is you want them to print about you and your floristry business.
Continued from Part One
Step 2 – Tell a Story (worth publishing)
Realise that if you submit some kind of thinly veiled advertisement for your business, the newspaper staff may simply reject your application for editorial coverage and simply refer you on to their advertising department.
It’s All About People
Editors don’t want a bunch of waffle about how awesome your florist shop is; they want a story that will interest local readers. At the need of the day your story needs to be about people – because that’s really all people like to read about – other people. So think “human interest” as in “interesting to humans”. (To be clear: “Local Florist Has Great Deals on Roses” is NOT interesting to many, if any, humans.)
Having said that – I still see some pretty lame-o stories getting published about businesses all the time so don’t feel that you have to come up with the most amazing yarn every spun. Just attempt to find something unique and interesting about you and your business:
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- Has your business survived some sort of hardship?
- Do you manage to thrive despite some kind of personal challenge?
- Are you opening multiple locations?
- Did you win some kind of floristry or business prize?
- Do you have a special event coming up?
- Is your business sponsoring some good works for the community?
If you are not a writer, why not ask a friend who is or hire a writer (cough, hint) to put it together for you? It’s probably not as expensive as you think and you can repurpose this information for things like your website, marketing flyers and subsequent press releases.
Step 3 – How to Construct a Press Release (Hint: It’s Easy)
This is the easy bit because all you have to do is follow some basic instructions.
1) Enquire of the paper what they want in a press release, and exactly who you should send it to.
2) Read up and learn the basics – Google “how to write a press release”.
Another good idea is to have a Media Kit page set up, so that any journo who wants to run a story on you or your business can just go this page and download whatever he or she feels is right for their needs (i.e. photos, short bio, long bio, etc).
P.S. I should have called this “4 steps to getting your business in the paper” because there is one more all-important thing to do…
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