Q:  Steve - How can I get a local reporter to write a story about my business?  I have sent her several press releases but it hasn't worked at all. -- Elle

A: One of the surprising things about PR is that the value to your business, in my opinion, is not that you are in the news one day. Sure it's great to be able to say to your friends and family, "We're going to be on the six o'clock news!" or "Look for us in tomorrow's business section," but for my money, that one story pales in comparison to other benefits:

• It is independent 3rd party validation that your business is worth noticing. An advertisement that you purchase is you saying that your business is great, but PR is someone else, someone with credibility, saying it. That is why it is so valuable.

• It can be used again and again. This is the other major benefit. You can take that TV news piece, post it on your homepage, and you have instant credibility forever more. You can post that newspaper story in your store window.

• It helps you stand out from the crowd. With 27 million other small businesses out there, anything you can do to distinguish yourself makes a difference.

So how do you get noticed by a writer, producer, or editor? Here are the steps I would take:

First, you have to think like an editor (or writer or producer). What does that mean? Consider things from their perspective. First, like most of us these days, they are busy, busy, busy, so the first thing to think about is that you have to craft a pitch that is quick and easy for them to understand.

That is why, for me at least, I find that a simple, informal pitch via email is far more likely to catch my eye than an oft-boring press release. Yes, I know we are taught to craft a who-what-where-when-and why press release, but I think that is not the way to go in this faster, less formal business era, and I also think I am fairly typical in that regard. An email addressed to me personally, from someone who know what it is I write about and offers a story that would interest my readers is what works.

Additionally, editors, writers and/or producers have space or time they need to fill every day, and their job is to fill it with news. They are not in the business of giving you free publicity, but they are in the business of offering their readers and viewers interesting, intriguing news. So your job is to craft a story - have an angle - that is newsworthy. As they say, dog bites man is not news, but man bites dog is.

There are several ways to come up with an angle that might intrigue your desired reporter:

• You could sponsor an event.

• You could offer some sort of innovative product or service that could help the reporter's readers or viewers.

• You could have a contest. I once knew a baker who sponsored a "Best zucchini bread recipe" contest only to get some publicity and it turned into an annual goldmine for her.

• You could create a publicity stunt. Remember when Ford gave every one of Oprah's audience members a new Ford Focus one day? How many millions of dollars of publicity to that get them? GoldenPalace.com sponsored Dennis Rodman when he ran with the bulls.

So the basic steps are these: Do some research and find the right reporter who covers stories like the one you want to pitch. Create an angle that is different, interesting, and newsworthy. Send a friendly, short and snappy email pitching your story. Be friendly and accessible and make it easy for the reporter to follow up. Follow up yourself, but don't be a pest.

Today's Tip: Remember, if you are pitching a television story, you have to make it visual; TV is a visual medium.
 

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