Unless you are a Kardashian, a Jenner, a political controversy or an environmental disaster, being newsworthy probably doesn’t come naturally to you and your business. Especially in the worlds of healthcare, financial services and business-to-business … things can seem pretty dry. But fear not! While you may not have juicy details to leak (I’d argue that’s for the best), there are several strategies that can help get your business in the news.
1. Own your expertise
While your friends and significant other might not be fascinated by your take on the fiduciary ruling, and they may tell you you’re a buzzkill when you go on and on about the importance of advance care planning—your peers in your industry are just as jazzed about it as you are. Industry trade publications are the perfect audience to geek out with on things that make people walk away from you at cocktail parties.
Landing a conversation with a trade publication can be easier than getting the attention of mainstream media because you don’t have to convince them that your subject is relevant—chances are if you’re into it, they’ll be into it too. The challenge here comes in convincing them that they should talk to you, and not your competitors.
Have a spiffy bio ready and case study or client story with some wow-factor to show that you’re the expert of their dreams.
2. But humanize it when you can
All of our jobs—no matter how technical they may seem—eventually affect a person. And guess what, people care about stuff that they can see, feel, hear, taste and touch. So while trade publications are a fine and dandy place to talk about the latest gadgets and trends in your business, finding the point where your business touches humans is important for mainstream national and local press.
So, you’re an engineer at a wastewater treatment solution provider? That’s nice.
You make systems that allow breweries to more quickly and efficiently produce beer? I like beer.
You’re installing a filtration system in the new craft brewery coming to my city? So I’ll get to drink this beer? Coooooooool.
This strategy works for healthcare, financial services and really any seemingly non-consumer facing business. All businesses eventually reach people.
3. Lead with the benefits
Tell people why they will benefit from the thing you make. You can tell them about the research, process and results later, but first tell them with what’s in it for them. Leading with benefits and outcomes can help keep you out of the industry-specific jargon and minutia so you’ll stay out of the weeds and have a more productive conversation.
4. Put your name on something
As your public relations lady friend, I will always advise you that a high quality media placement is one that occupies some solid real estate in a far-reaching publication that your audience reads, and it must deliver at least one of your key messages (e.g., what you want to be known for). However, the act of simply attaching your name to something has value, too.
Sponsoring a walk, a charity golf tournament or other community event is a great way to simply raise brand awareness. You’ll probably get your name on a t-shirt, on a banner, and you get to latch onto any PR coverage that event gets on its own. People will remember your name and they might not know why, then next time they read about you in the news, they’ll feel extra warm and fuzzy towards you because you participated in something that made the world a better place. Extra points if the event is related to your business or one of your core values.
Want to have a conversation about how to apply these strategies to your business, specifically? Get in touch with us at email@example.com.