This article outlines why a business should pursue publicity in their local newspapers and strategies for getting into the local paper.

Most people are talking about how newspapers are dead. For a few months in early 2009, it seemed like newspapers were closing every week. Some had hundreds of employees. Others had been in business for more than 100 years. It wasn’t just the loss of the business that stunned people. It was the loss of history. Others were concerned that some areas would be left with only one newspaper and point of view. All of these things are real concerns. If you are looking for free publicity, you need to remember your local newspaper.

Why would the local newspaper do a story on you? Here are just a few reasons why:
1) They are covering something you are an expert on
2) They need content
3) You are local and matter to their readers
4) You wrote a media release that made it easy for them to include
5) You are a resource to their reporters
6) You have something interesting and different to say
7) You are complete contrarian to popular thinking
8) You have created a new and interesting twist on the type of business you run

You need to contact local papers every month. You never know when a reporter will want to use you in a story. Being mentioned, even if the entire story is about you is still of great value. It has the value of a third party endorsement. Your local clients will see it and feel proud that they were smart enough to choose you and your business.

Reasons why the local paper will not want to cover you:
1) New hiring ( that is an announcement)
2) Grand opening ( that is an announcement)
3) Big sale ( that is an announcement)
4) Closing your doors ( that is a sad announcement)

You get the picture. You need to be interesting and engaging in what you have to say.
You must create hook that they will be interested and the readers will be interested. Their main goal is to have people read the paper. Now that most papers have a website, you can get the benefit of have the story online as well as in print.

How important are photos? They help a lot. Many times a newspaper cannot send a reporter. If you can send them the info and some pictures, it goes a long way getting you into the local newspaper.

Action Item: make it your goal to pitch yourself to the local newspapers each month. Have a new idea each month.

Dr. Letitia S. Wright, D.C. is the host of the Wright Place TV Show, now in it’s 10th year on the cable television. The show has strategies and tips for business owners and publicity and can be seen online at http://wrightplacetv.com/instant-radio-star

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