Getting your business noticed in today’s crowded market can be one of the toughest challenges—unless you’re Tesla or Apple. The good news? There are more ways than ever to connect with audiences and share your story, even with fierce competition for the spotlight.
Why Would Someone Care About Your Story?
Before jumping into publicity tactics, ask yourself: why should anyone care about your story? Harsh? Maybe. True? Absolutely.
People make buying decisions based on emotions, not just features. Harvard professor Gerald Zaltman found that 95% of purchasing decisions are emotion-based, so connecting on that level is essential. Audiences today are bombarded with ads, but what they really crave are genuine, engaging stories—and so do reporters, bloggers, and influencers. Once you’ve nailed down a compelling story, then you’re ready to share it on the ‘big screen.’
Here is how to get publicity for your business:
Pitch Ideas Directly to Reporters
This approach can be a bit of an arduous process, but it’s incredibly effective when done right.
First, research publications and channels your target audience already engages with. Then, identify reporters who cover your industry—pitching to the wrong person is like shouting into a void.
Build a connection before making your pitch. Start with a friendly email mentioning a specific article you genuinely enjoyed, then concisely pitch your story idea. Keep it short, sweet, and to the point. Reporters are inundated with emails daily, so authenticity and clarity will help you stand out.
There are far more places to get featured today than, say, 10-15 years ago. Beyond traditional outlets, explore YouTube channels, blogs, and social media platforms where audiences look for unique, valuable content. Remember, it’s not just about promoting your brand; it’s about delivering a story people will want to read, watch, or share.
Attend Trade Shows and Enter Award Competitions
Events like CES, SaaStr, and others are prime opportunities to get in front of industry leaders, media, and potential customers.
Many of these trade shows offer awards and competitions —some might require an entry fee, but others are free. Winning (or even just participating) can significantly boost visibility.
Trade shows are also fantastic networking hubs. You never know who you’ll meet—maybe the editor of a major publication or an influencer who’s perfect for your brand. Polish your elevator pitch, bring your best, and dive in!
When in Doubt, Hire a PR Firm
Feeling overwhelmed? That’s where PR professionals come in. An experienced PR firm can be your ultimate ally in securing amazing media coverage for your brand!
Connections That Matter
PR firms have cultivated relationships with key media players over the years. They know exactly who to approach and how to pitch your story for maximum impact. With their network, they can put your story in front of the right audience—it’s like having a backstage pass to the world of publicity.
They Help With Your Key Messaging and Communication
You might think you know your story, but a skilled PR firm can often uncover fresh angles you hadn’t considered. They’ll highlight the most compelling aspects of your business and present them in a way that’s irresistible to the media.
Media Training
Landing an interview is awesome. Bombing it? Not so much. PR firms offer media training to help you nail those critical moments. From answering tough questions to staying on message, they ensure you make the most of your time in the spotlight.
Leverage SEO
Good old search engine optimization (SEO) is a powerful, long-term tool.
People searching for something specific often turn to Google first. By optimizing your website and content for relevant keywords, you increase your chances of appearing when potential customers search for topics related to your business.
Even journalists might stumble upon your story while researching a piece, or influencers might find you while looking for products to feature. Start a blog, share valuable content, and incorporate relevant keywords naturally—it’s not a quick fix, but over time, it’s an effective way to bring a steady stream of visitors knocking on your digital door.
Partner with Not-for-Profit Companies
Want to make a positive impact and attract attention? Partnering with a nonprofit can amplify your reach.
Aligning with a cause that resonates with your brand and your customers can give you a new platform for connection. Media outlets love covering feel-good stories, so co-host events, launch joint campaigns, or create co-branded products that showcase your values.
Partner with Other Companies
Who says you have to do it all on your own? Team up with businesses that complement yours.
Think of it as a mutually beneficial relationship: If you sell shoes, why not partner with a company that sells socks? Host a joint event, create a bundled product, or launch a collaborative campaign to reach each other’s audiences. The key is to think creatively and find synergies that benefit everyone involved.
Wrapping It Up
Getting publicity for your business isn’t about being the loudest voice—it’s about connecting with people in a meaningful way. Craft a story, build relationships, and offer genuine value.
So, get out there. Be bold, be authentic, and enjoy the journey. If you’re excited about your business, others will be too. The world is waiting to hear your story—don’t keep it to yourself!
