ST. LOUIS, MO -- March 5, 2020 -- Launching a new business can be challenging. Companies can have a difficult time establishing their brand.
Solomon Turner PR in St. Louis has worked with many startups for over 30 years. Steve Turner, Principal, said lacking large funds for advertising, many of these businesses try to muddle through in an attempt to pique the interest of journalists and secure media coverage.
Turner said the longer it takes a company to establish their brand, the longer it will take them to build sales and profitability. He identifies five ways a new business can quickly attract the attention of newspapers, radio and TV stations, and generate earned media coverage.
1. Create a short summary highlighting what makes the business special and why it is different than other companies in the marketspace.
Turner said to avoid the usual standard press release if possible.
“One mistake we see is when a business owner wants to create a standard news release and just send it everywhere hoping something will stick. Instead, depending on the type and scope of the business, they can offer an exclusive story to the local business journal, daily newspaper, or a TV station announcing the company’s launch in advance of the actual event.”
According to Turner, a business should put together an interesting summary with an eye catching headline. “Journalists like to break stories and are always watching for new businesses they can write or talk about.”
He said a company can always issue and distribute a standard press release later after a major news outlet or two have broken the story.
2. Develop a short, quirky video for social media.
Video is highly used in today’s highly digitized world.
Turner indicated, for most businesses, a video can humanize the owners and team, and get people talking about it.
“A number of people would rather watch something than read about it. A video can help cover all the bases. It can depict some emotion and show aspects of the business print cannot deliver.”
He added a company can also link to its video for added PR value when the business does send out the news release.
3. Host a special event.
A special event can create excitement for the leadership, team and prospective customers. Turner said the right type of event can also have a lot of media value.
“A special event is where creativity kicks in. You can do something a little off-the-wall such as creating the world’s biggest cheeseburger, or selling 50 dresses in 50 hours to raise money for a nonprofit, or repairing a house for a needy home owner if you are a painting company or construction company. You can do something related to computers if you are a tech firm. Many ways exist to execute an event and accomplish your goals.”
He added a business will need something visual if they wish to attract local TV stations.
4. Tie-in a charity.
Community outreach can be a key part of a communications program. Turner indicated a new company can develop something at the outset that benefits a local charity and gains the attention of the media.
“Newspapers and TV stations like companies that do something creative and give back to the community. You can do some special things with nonprofits that involve bringing your pets to work or small children. The media loves dogs and kids.”
5. Publicize your press coverage on social media and your website.
“Keep your website newsroom up to date and link to your stories on all your social channels,” said Turner.
“One plays off another with SEO benefits as well.”
“Keep in mind the more coverage you get, and the more media relationships you establish, the more credibility you will have for future stories.”
About Solomon Turner PR
Now in its 30th year, Solomon Turner PR provides a number of communications services to corporations, businesses, authors and speakers. The firm’s principals, Steve Turner and Shelly Solomon, have over 60 years combined experience in all forms of marketing communications. An award winning firm, Solomon Turner PR has been named One of the Top Firms in St. Louis for 11 consecutive years by Small Business Monthly. In addition Steve Turner was named a national rockstar publicist by Authority Magazine and Thrive Global. Call 314-205-0800, or visit https://solomonturner.com
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