Get Slightly Famous

five elements that form the basis for communicating a story-based message the emotionally engages the listener. 1. Character: Who is the Story About? Great stories have a central character or protagonist. Is it you? Your company or team? Maybe it’s a customer or client. Once you decide whom your story is about, anticipate how others will relate to

Integrating media relations into your business requires that you: • Read everything that affects your industry • Keep your website up-to-date with relevant information • Keep an eye on competitors’ marketing and PR efforts • Talk to those in your market niche, and use their feedback • Attend trade shows, seminars, and other related events

Look for the centers of influence for your niche, such as trade associations or professional groups that regularly address your audience.

Here are some of the many ways for your small business to get coverage: • alert the media to story ideas within your industry • position yourself as an industry expert or commentator • organize and promote a public event • tie your business to current issues • write articles for trade publications • showcase an unusual aspect of your business

“To get the media interested in your business, you have to see the value of your expertise, or tell a story that makes readers interested. Stand back from your business and determine what makes you unique. It’s a matter of determining what’s distinctive about what you do or what you know, and approaching the media with a carefully crafted pitch or

“PR” is the ultimate slightly famous marketing strategy. No other marketing method delivers so much impact for so little investment of time and money.

The more you give away, he contends, the more you are perceived as a partner that clients want to do business with.

“The credibility we gain through thought leadership contributes to a sustainable market leadership position,”

Once a company has established a reputation as a thought leader, the rest of the industry, the media, academia, government policymakers, and the broader business community turn to that company for ideas and for insights.