Advertising is expensive. Whether you are looking at radio, television or print advertising, it can really rock the budget of a small home business. Plus, when you are not a “paid advertiser” you might think that you cannot get any coverage or attention from your local or regional press. Not true, it just might take some creativity and persistence to get coverage when you’re not a big spender…
First, you can expect to get shunted to the side if you are not a paid advertiser—but it doesn’t have to be or stay that way. All of the different types of media do provide coverage and air time/column inches to non-advertisers and the community at large. They all accept press releases (not always the most effective way to get attention, but a mainstay nonetheless), and if you can get on the radar with a particular reporter or department, you might be able to get some press coverage regardless of your advertising status.
The keys to getting press when you aren’t paying for it are to stay involved, build relationships, look for opportunities, and be creative. If you get to know reporters and press people and let them know what you are up to, they may turn to you for quotes and interviews when things come up in your field. Look for ways to get free press on a smaller scale—small and trade magazines, free neighborhood papers and newsletters, forums and other shared information sites—these are all ways that you can get your foot in the door without spending a fortune.
Don’t give up! Just keeping your focus on how to get attention and press will help to spur your creativity and help you find ways to get press coverage. Leave no stone unturned and stay open to possibilities—no matter how small or localized they may seem. Everything helps.
Also: Looking for Ways to Gain an Advantage
Getting Links to Your Web Site