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Tim Walker: Hello everyone, this is Tim Walker, an editor with Hoover’s and I’d like to welcome you once again to Small Business Focus. We are joined as always by our small-business expert, Katy Ford. This time around, we’re talking about how small businesses can pitch the media. Every business owner has a story to tell or some knowledge to share so why not pitch it to the media? Katy Ford says the right kind of media exposure can attract new customers and business partners and even increase your revenue. So, Katy, what kind of media exposure are we talking about here?

Katy Ford: Well, Tim, this isn’t about shameless self-promotion of your services or products. What I’m talking about is positioning yourself as an expert in your field. For instance, if you’re a tax accountant, you can position yourself as the go-to guy when reporters are looking for experts to speak on current tax laws. The thing is, nothing gives you credibility like media interviews and exposure.

Walker: Well OK. So it’s one thing to know your line of business but how can you position yourself so that others will think of you as an expert?

Ford: Well, it takes a little work but it’s worth it. Before pitching the media, you need to establish credentials within your own industry. So what you can do is some public speaking, maybe writing for some trade journals, or getting involved with professional associations in your industry.

Walker: OK, so once you become someone of a known factor among peers in your industry, what’s the next step?

Ford: Well then it’s time to introduce yourself to the media.

Walker: Where do you start with that?

Ford: Well, I suggest starting with your local print, radio, and TV media outlets. Identify the reporters who write about your industry and familiarize yourself with the work. A focused pitch that says something like, “I read your article on the real estate market last Tuesday and have some additional insight you might find interesting.” That will get you more bytes than a general pitch to the newsroom.

Walker: Well, so how do you know what to pitch?

Ford: A good starting point is to examine your business for activity that reflects or even contradicts what’s being nationally reported. For instance, if the national news runs a story about corporate America embracing green policies, you might want to pitch a story about your company’s comprehensive recycling program. Remember, it’s your job to share and inform, not self-promote.

Walker: So, once you’ve introduced yourself as a subject-matter expert, can you offer any advice on working with reporters?

Ford: Sure, I’ve got five tips for you. One, know the newsroom deadlines. Either check the website or call the outlet directly. Always pitch stories and make follow-up phone calls when reporters are off deadline. Two, find out how the reporters prefer to receive pitches. This is really important because they’re very busy people. Many favor e-mail because it can be dealt with when it’s convenient for them. Third, think about how your story can be best told and then pitch to the proper outlet. For instance, if your story makes a strong visual, it’s better to pitch to a TV station than a news radio program. Fourth, when sending a pitch via e-mail, use the subject line to communicate the headline of your story. And lastly, and this is really important, when making a pitch through e-mail, be sure to include everything the reporter needs to know within the body of the e-mail. Only send attachments when you have their permission.

Walker: Well, Katy, these sound like great practical tips. Thanks for sharing these with us.

Ford: You’re welcome.

Bjorklund: Thanks for listening to Small Business Focus with Hoover’s editor Tim Walker and small business specialist Katy Ford.