Gaining free publicity in local media is a powerful way to promote your small business, build your brand, and reach new customers. In San Antonio, with its strong sense of community and vibrant local media landscape, getting your business featured is an attainable goal if you approach it strategically. Here’s a step-by-step guide to help you get your business in the spotlight without breaking the bank.
1. Create a Compelling Story Angle
- Highlight What Makes Your Business Unique: Think about what sets your business apart from others. Are you offering a one-of-a-kind product, a new service, or a unique customer experience? Media outlets are looking for fresh, engaging stories that will appeal to their audience.
- Tie Your Story to Local Events or Causes: Connect your business to something that matters to the San Antonio community. For instance, if you’re organizing a charity event or supporting a local cause, pitch it as a feel-good community story.
- Celebrate Milestones: Openings, anniversaries, awards, or significant achievements can be newsworthy. Media outlets often love stories that celebrate local business success, especially if it involves San Antonio pride or community involvement.
2. Identify the Right Media Outlets
- Local Newspapers: The San Antonio Express-News and MySA regularly cover local businesses. Look at their business and community sections to find writers who cover small businesses.
- TV Stations: Reach out to local stations like KSAT 12, KENS 5, and WOAI News 4. Many stations have segments specifically focused on community events, new businesses, and local interest stories.
- Radio Stations: Many San Antonio radio stations feature local businesses and events. KTSA and KRTU, for instance, have community-focused programs where they feature local businesses, especially those making a difference in the city.
- Lifestyle and Online Magazines: San Antonio Magazine, SA Monthly, and even online publications like Do210 often look for interesting local stories. These are ideal outlets if your business appeals to a niche market like food, arts, entertainment, or lifestyle.
3. Build Relationships with Local Journalists
- Follow Them on Social Media: Many journalists are active on Twitter, LinkedIn, and Instagram, sharing insights and story leads. Engage with their content, comment thoughtfully, and show genuine interest in their work.
- Attend Local Events: If possible, attend local media or community events where you can meet journalists in person. Many media professionals attend networking events, press events, and community gatherings, providing you a chance to connect and introduce yourself and your business.
- Personalize Your Outreach: When you’re ready to pitch, make sure your message feels personal. Reference a specific article they’ve written or compliment a story they recently covered. This makes your outreach stand out and demonstrates you’ve done your homework.
4. Craft an Effective Press Release
- Keep It Concise and Relevant: Journalists are busy and often work on tight deadlines, so make sure your press release is short, clear, and straight to the point. Your release should cover who, what, when, where, and why in the first few sentences.
- Use an Engaging Headline: Your headline should be catchy and make the story angle clear. Think about what would grab a reader’s attention if it were published.
- Include Quotes and Contact Information: Add a quote from yourself or a team member that adds personality to the story. Also, make sure to include contact details and links to your website and social media profiles.
5. Pitch During Strategic Times
- Consider Local Events and Seasons: Many outlets love to feature businesses that tie into seasonal events or holidays. For instance, if your business has something special for Fiesta, Día de los Muertos, or the Rodeo, pitch your story around these events.
- Look for Relevant Awareness Months: Health, environmental, or cultural awareness months can be a great time to pitch a story if your business aligns with these themes. For example, if you run a pet grooming business, consider pitching a story during National Pet Month.
- Capitalize on Human Interest Stories: If your business has recently overcome a challenge, launched a socially impactful initiative, or supported an important cause, these can be compelling angles to pitch at any time of year.
6. Leverage Social Media for Extra Visibility
- Tag Local Media Outlets: Post about your story or event on your social channels and tag relevant San Antonio media outlets. This increases the chances they’ll see your post and may even prompt them to reach out for more information.
- Engage with Community Hashtags: Use popular San Antonio hashtags such as #SATX, #SanAntonioBusiness, and #SupportLocalSA. These tags can boost visibility among local journalists who often monitor these hashtags for story leads.
- Create Visual Content: Media outlets are more likely to pick up your story if you have high-quality visuals to accompany it. Post engaging images, videos, or even live streams of your events or business activities to draw attention.
7. Collaborate with Influencers and Local Advocates
- Partner with San Antonio Influencers: Work with local influencers who align with your brand and target audience. Influencers often have strong connections with local media and can help increase your visibility.
- Connect with Community Leaders and Organizations: Many media outlets look to community organizations for newsworthy stories. If your business collaborates with local nonprofits, advocacy groups, or popular San Antonio figures, they may be more likely to feature your business.
8. Offer to Contribute Expert Commentary
- Position Yourself as an Expert: If you have expertise in a certain field, let local journalists know you’re available to provide commentary on relevant news topics. For example, a local chef might offer insight on dining trends, or a fitness expert could comment on health and wellness topics.
- Submit Guest Articles: Some publications accept guest contributions or opinion pieces. Sharing your expertise in a guest column can increase your visibility and establish you as a trusted voice in the community.
- Participate in Panels and Webinars: Local news outlets sometimes cover community events, including expert panels and webinars. Getting involved in these events can increase your exposure and could lead to coverage.
Final Thoughts
Securing free media coverage in San Antonio is about building authentic connections, crafting compelling stories, and timing your pitches strategically. With persistence, a well-crafted message, and a little creativity, you can get your business noticed by local media and enjoy the benefits of free publicity.