Free Ideas for Generating Small Business Publicity

Posted by WillDylan on Oct 8, 2010 in Communication, Local Marketing, Publicity, Publicity Tips, Small Business Publicity | 9 comments

Stumped for Publicity Ideas?

So you want to generate some publicity for your small business but you are absolutely stumped as to what to talk about. Sometimes sitting by yourself starting at a blank screen just isn’t going to drive a good idea out of your head. So when you are stumped, try thinking about the two groups of people you encounter every day:

Customers – this should be your number one source of ideas, because ultimately a good media story is going to be aimed at either current or potential customers.

Ask yourself what problem your product or service solves for your customers – then ask if that problem has changed in any way. If so you may be able to position yourself as an expert on the change and talk to some local reporters about a story on that topic.

For example, a local exterminator who deals with commercial and residential properties solves a pest problem for their clients. But what’s changing about that problem?

Well for one, many jurisdictions are increasingly regulating the types of chemicals that can be used to fight pests, leaving homeowners and business owners looking for new solutions that you could bring to light in a media story. And the types of pests are changing – who hasn’t heard about bed bugs in the media lately? Again, that’s an opportunity to jump onto a trend and showcase your solutions.

Competitors – when a competitor does something – whether it’s changing their product lineup or their advertising or their hours, you should be asking yourself “why did they do that?”

A good rule of thumb in business is to assume that your competitors are as smart as you are, so watch their moves carefully. If they add a new line of products, think about the driving force behind that decision and ask yourself what element of that story you could use to approach a reporter.

Carrying on the above example, if a competitor in the pest business came out with a line of organic pest control products, ask yourself what drove them to that decision. Then look at how you could position yourself as an expert.

Alternatively, you could take an opposing view and highlight that while organic products are a great idea, they aren’t as effective – citing examples of clients who have come to your company after trying and failing with the new organic line of products.

There’s an old saying “Heat sells better than light” – meaning opposing views make for a better story than one that’s just plain insightful.