But above all, you should try something to get small business press coverage for marketing and public relations purposes. Many companies still believe public relations and media begins and ends with a business event and with receiving a nod from the local newspaper. Stay around and we’ll tell you how Apple press coverage is much more than that. Many great lessons for small business.
It is common sense to make a method and try it. If it fails, admit it frankly and try another. But above all, try something.
–Franklin Roosevelt
Business success stories should not be written to the media press. In today’s environment stuffed with events, happenings, and successes, ordinary happenings are not enough for a media story.
The ordinary success story is a relic of the past and it’s time for a new and novel take. What was successful last year needs a refreshing approach to capture attention today. And capturing attention is the name of the game, isn’t it? It certainly is for Apple.
Related: Some Great Story and Storytelling Examples to Study
Apple press coverage … secret ingredient
So what is the new secret ingredient for Apple press coverage? Well, maybe not so much a secret. A key ingredient is Apple’s social approach to the media and public relations.
What is the secret sauce to getting free media publicity? It is not having the best spokesperson or hiring the best PR firm. Actually, the ultimate insider secret is quite simple … just think like a reporter. It is as simple as that.
Most of us are too close to our own little world to look at the business objectively and be able to spot a newsworthy story angle that people would be interested again. Small businesses need to view the world as a reporter or a reader.
Where to begin
The question of where to begin is simple enough. Pick 5 journalists and start to build relationships with them. That is how to Begin with these questions on each one:
What do they write about and which industries to they cover?
Where do they socialize online?
Do they share any friends with you?
Based on the research findings, narrow your list to the best 3 journalists that match up best with your objectives.
Next step
Your next step in the due diligence process includes:
Engaging them on social media sites
Meaning positive comments on their engagement
Introduce yourself via e-mail
Absolutely avoid all promotional material in your note.
Just like the Apple press coverage.
Apple press coverage … identify target community outlets
Think about your press release objective. Do you desire a niche outlet or a broad outlet?
Choose a niche outlet if you are seeking high-quality business leads.
Choose a broad outlet if you are seeking time in the spotlight and brand recognition.
Building your press kit and press page
A press kit is like a resume for your company. In it is a collection of company information and articles put together to address questions from the media, investors, potential clients and others.
The goal of the Apple press coverage and the press kit is the same as all other marketing that a company does.
It should grab the reader’s attention, make a lasting impression and create enough interest that they will contact you for more information.
The press kit is the killer resource you need to provide to your journalist friends. It is everything they will need to write an article on your company. The press page is your brag-worthy showcase examples of specific hard work.
Don’t be modest … share the story about the journey you took to get to your current objective or accomplishment.
Do all the work to help the process, including a press release, founder bios, headshot pictures, team photos, and everything in the digital form that are easily accessible.
Apple press coverage … the key to getting noticed
Busy editors sort through piles of press kits each day. Getting your press kit noticed is the key to publication and action. You have noticed the Apple press coverage many times, haven’t you?
Remember, getting attention is important not only with audiences but also with editors. Package your materials in a unique way and make sure the materials are presented professionally.
Small business press coverage … create a positioning statement
A positioning statement is the elevator speech that explains your business in short and sweet one or two sentences. Brevity is essential. So is the necessity to avoid buzzwords at all costs.
Done well, it will look and feel like your unique selling point/value proposition. Just like Apple.
Simple and personal
Make sure your story will stand out and be unique. Keep it simple and human with a casual subject, like Apple.