How To Pitch Your Small Business To The Press
If you’re a newly minted, self-employed entrepreneur, you probably realize it isn’t enough to do great things or have great products and services. You have to tell people about it, and a good way to do that is to keep the press interested in you and your business.
In his new book “The Home Office from Hell Cure,” entrepreneur and small-business adviser Jeffrey Landers offers these five tips for getting journalists to sit up and notice you, and for making a great pitch:
1. First, know your journalist. Who is this person? What does she write about? If she writes about technology, she will not be able to do anything with your pitch about your knitting business and you will have wasted her time and yours.
2. Don’t make the journalist do all the legwork. Come to the table with a completed story and don’t just say you were thinking of a story about, say, how the pet-food industry is probably reeling from the recent food poisoning scandal — with no idea if it really is. That leaves the journalists to do all the work, and considering all the other pitches and stories they’re juggling, they probably won’t do it. The burden is on you to flesh out a complete story.
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