Do you know that your local newspaper reporter, the one who covers fashion, jewelry, home decor, weddings, food (not to mention the small business reporter) whatever it is that you sell, is desperate for a story right now?
This was actually one of the best pieces of advice I received at the start of my marketing career. Reporters are always looking for stories so give them one and you’ll be their best friend.
Do not discount the power of local media. Local media loves to support local businesses, and local customers love to buy from local businesses. Plus, publicity costs you nothing and could mean wide exposure, which typically results in sales. You can also use local publicity and turn it into national publicity.
How to Approach a Local Reporter
Email is probably the best way to approach a reporter with a story pitch. You can find their names and emails online at the newspaper’s website. You can also email the editor of the section, i.e. Food Editor, and they will assign it to a reporter.
If they have their editorial calendar online, even better, because they you can see upcoming articles and pitch accordingly.
Now if you live in a small town, you can approach your local town paper as well as the newspaper of the nearest largest city.
Story Ideas to Pitch
A couple of weeks ago I wrote a blog post about How to Pitch to Editors, so you may want to check it out as a fresher, but here are some story ideas, just so you understand what to pitch:
- Local Woman Finds Success with her Gluten-free Desserts Business
- Valentine’s Gift Ideas from Local Shops
- Local Artisans Finding Success on Etsy
Remember, the more specific the story pitch, the better. Don’t just give them a general, “If you are writing a story about Pet Products…” that won’t work. You want something more like, “If you are writing a story about How Fashionable Dog Accessories has become a billion dollar market…”
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© 2013 Gail Oliver, Attention Getting Marketing. All rights reserved.