Times aren’t exactly easy peasy right now. A lot of us have to scale back in any way possible. This effects morale, how we do our jobs, and our strategies. 

When it comes to getting press for your business, it’s already a difficult undertaking, even at the best of times. But when you need some additional exposure, it’s one of the best methods for getting the job done. How do you succeed at getting press for your business when every dollar matters?  

Luckily, there is a myriad of opportunities out there that can help you get the exposure you need without spending a pretty penny. It’s all about knowing where to begin and how to go about doing it. Whether you’re trying to gain new customers, increase your reputation, or increase website traffic, press is a solution that’s a fit for businesses of any size or industry.

But First, Why Should They Care? 

Put yourself in the shoes of all the journalists, influencers, and thought leaders out there. Why should they want to write about you or feature you? What makes you so different? Why should your story be shared with their audience? 

For some press opportunities, it’s all about coming up with a unique angle. Figure out what makes your business different than all the other marketing and entrepreneurial stories that are put out there regularly. See what types of PR and press initiatives your competitors are taking and come up with a plan. Buzzsumo can be particularly helpful in pinpointing worthy storylines.

Another method that doesn’t hurt is building up your thought leadership. When you’ve positioned yourself as a leader in the space by creating high-quality, informative content, you’re essentially making a name for yourself and your brand. This makes you a more desirable subject to highlight and can open a lot of doors for you. 

Ways to Get Free Press

Here are some methods to try that will get you some exposure. Added perk? They shouldn’t cost you a dime to pull off. 

1. Write A Press Release

If you have some important news to share, put a press release together. While you are trying to determine who to pitch your press release to, you can begin by publishing a press release on your website and submitting it to a number of free press release websites online.

Before you pitch your press release, you have to contact a suitable journalist. Do you know any journalists who you think would enjoy hearing about your business? It’s all about targeting the right people at the right time with relevant content that will appeal to them. Not just any journalist will do; it means sending an email to someone who will want to cover your business. You need to advance their goals as well as yours. Have a look at publications and see who is writing about similar topics in your field. Create a spreadsheet and note down names, publications, previously published stories and contact details, so you have them to hand every time.

Contacting journalists via a media pitch may not work 100% of the time, but it will work if you have done your homework thoroughly. Aim to build up a real connection with the journalists so it will reward you over time.

2. Reach Out to Influencers 

Influencer marketing is an extremely effective strategy. Influencers are typically considered wonderful content creators, and they regularly contribute to credible online publications, making them fairly well-known and trusted by their audience. A great way to get additional press is to reach out to them and ask for a mention in a piece they’re writing.

If you don’t know anyone that you can approach, then it can take quite a while to develop a relationship with someone where they might be willing to do this. Always make sure that they are at least familiar with your brand or your name before you reach out to them, if possible. Send them a short email letting them know you enjoy reading their content and that you are working on promoting a product or service offering. Ask them if they’d be willing to feature it in their next article or listicle they’re doing. It’s best to offer to write the mention for them, or to at least pull together information, so they have as little work to do as possible. Offer to feature them in an upcoming blog post of yours or to share something out for them on social media as a way to return the favor.

3. Familiarize Yourself With Online Publication Editors

Building up your own influence is a great way to get some additional exposure. It may not technically be considered press, but it contributes to your press strategy and makes it more effective. While you can create tons of blog and social media content, nothing makes you an influencer in your space, like becoming a regular contributor to online publications. 

First, list any online publications that you read or ones that you would like to contribute to. Then, create an outreach strategy so you can start to build trust with publication editors and blog managers. Read their publication guidelines, offer to write content that focuses on certain topics they need or that are of interest to their audience. Make sure that you aren’t promotional in your pitches and that you’re willing to make this a mutually beneficial endeavor. 

Once you’ve gained their trust and they’ve indicated they’re willing to read your work, put together an article that is informative, high-quality, and speaks to a pain point that their audience experiences. Make sure you link back to a piece of great on-site content so readers can see some of the other content you’re creating and take an easy pathway back to your site. 

4. Apply For Awards

Not all award applications are free, but there are some great ones out there that are. Again, take note of reputable publications and organizations within your industry that regularly hold award events and start applying. It helps to keep a spreadsheet of which ones you want to participate in, as they typically have open enrollment at the same time of year. This will help ensure you don’t miss the deadlines, and that you have plenty of time to evaluate whether or not you want to be considered. 

When your company receives an award, that’s press on its own. But, it can also be a driver for press releases and getting additional exposure. Plus, they’re a great accolade to add to your website, which brings me to the next point. 

Website Press Page 

Make sure you make all this great press easily accessible! When a story, mention, or award is published, add a link to it on your website. Set up a press page on your company site so other journalists, influencers, prospects, and interested parties can learn more about you. Invite them to contact you directly and make your contact details easy to find. Perhaps they have an exciting angle they want to cover – something you haven’t thought about yet. The greater the number of mentions in the press, particularly in more significant publications, then the more the perception of your brand will improve. Share all of the stories as far as wide as possible, including through your social media accounts, tagging your influencers, and thanking the journalists and include full details in your email newsletters.

If you could use some additional exposure, try the methods above. You can increase your brand awareness and visibility, and bring in additional press in the process.