How to Get Publicity in Your Local Paper

How to Get Publicity
in Your Local Paper

by Barbara Brabec

Publicity at the local level--usually the most profitable form of advertising for crafters-- should be aggressively pursued. For the modest cost of printing and mailing a few press releases, or taking the time to call a local newspaper reporter, many crafters have gotten feature articles in the paper that generated hundreds or thousands of dollars' worth of new business. (See related article, "How to Write a Press Release.")

Many crafters publicize their businesses today by networking on the Internet in chat rooms, on bulletin boards, and through online Web-based newsletters such as mine. But the most logical place to start your publicity (PR) campaign is right in your own back yard with your local newspaper, radio, or cable television station. Later, depending on what you have to promote or advertise, you can branch out to sending press releases to consumer or trade magazines. Promotion is all the more important if you have a Web site, or are planning to develop one. No one is going to find you amongst the millions of Web sites out there unless you advertise that site in other media or promote it through your own online newsletter.

Since local newspapers are always in need of good news and feature stories to fill their pages, they can be a goldmine of free publicity for enterprising business people. Study the various sections of the paper to determine which one is most appropriate for your particular news--the women's pages, travel, arts, entertainment, business, etc. Then send a press release to the editor of that particular section, or to someone who writes a regular column for that section of the paper.

Focus on "Newsworthy Information"

What kind of information is truly newsworthy? Some of the following topics might be of interest to an editor, and could even lead to a feature article on you if you come up with a well-written letter or press release:

A special demonstration of your art or craft at an annual festival or fair.

A one-man or one-woman show of work at a local shop or gallery, or a special exhibit in a bank, library or shop window.

New classes you may be starting, or your availability to speak on a topic of interest to women's clubs or civic organizations, etc.

The activities of your local crafts guild, and your involvement with it.

The opening of your new shop or homebased business.

The availability of some special service or unusual catalog or report free to the public.

An art or craft you do that is so old it's historically interesting, or so new that few people know about it yet.

A product you've created that is new or of special interest to a particular group of people-homemakers, sports fans, gardeners, collectors, etc.

A new book, directory or manual you may have written or published.

A new craft or hobby kit you've created, a new tool you've invented, or a new use for an old tool and how it relates to the work you do.

A prize, award or national recognition you've received.

Your new presence on the Internet.

What Editors Want

Editors like nothing better than to tell others that they have their own "home town celebrity," so if you are ever featured on the World Wide Web, have your products shown in a national publication, or receive any other kind of publicity outside your area, be sure to send your local newspaper editor a press release about it.

Okay. Now you know what you want to publicize. But you can't just say that you are opening a business, giving classes, or exhibiting in a show. You must give the editor a reason for using your publicity, because giving you free advertising is not an editor's purpose. There must be something about your news that will compel the editor to pass it along to readers. It's easier to get local publicity if you can tie your news into the activities of a charitable organization, a benevolent group, a prominent local citizen, a particular season or national holiday. Or perhaps what you are doing is an indication of a new trend, or something no one else has done before. Maybe it reflects favorably on your community or benefits a certain group of people--children, working wives, senior citizens, etc.

TIP: A press release that includes practical tips is more likely to be published than one that just glorifies you as a craftsperson or business owner. For example, you might offer tips on how to use, clean or store the kind of art or craft products you create, or write a release that includes some colorful history about your craft.

In writing your release, you must keep asking yourself what there is about your business that might interest others, and then put yourself in the editor's place and ask: "Why should I print this story?"

TIP: If you're trying to get a feature article written about you, include a letter along with your release to a specific columnist or editor. Briefly explain why you think an article about your business or craft activity would interest the paper's readers. Include some colorful background information not mentioned in the release. Indicate your willingness to supply additional information should it be of interest. (Snapshots are of no use to a newspaper, but could serve to spark an editor's interest and result in a photographer being sent to your place of business.)

For faster results, don't send a release at all. Just pick up the phone and ask to speak to the editor or a special columnist. The worst that can happen is "Sorry, not interested." The best that can happen is increased visibility in your community that will lead to sales of your products!

You can't get publicity by being bashful, so remember this rhyme by an anonymous author:

He who has a thing to sell,
and goes and whispers in the well,
is not so apt to get the dollars,
as he who climbs a tree and hollers!
See related article, How to Write a News Release -- and Where to Send It.
For much more detailed information, how-to guidelines and copywriting tips, see the publicity chapter in HOMEMADE MONEY: Bringing in the Bucks!

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