.There are three ways of getting your name and your business printed in the newspaper:
- Writing an article, a feature story or a column;
- Getting quoted by a writer; and
- Submitting letters to the editors.
The best newspapers or publications to target are the nationally syndicated and best-known publications; but if you can’t get into one, your local trade publication is good enough. Getting your business’ name in the papers as a result of any scandal, of course, is not counted.
Writing articles or getting your opinions quoted establishes you as an expert in your field who is willing your share your know-how to the public. Becoming an expert in your field can lend credence to you and your company’s image.
It does not happen so easily, though. To see your name in print, you must begin by cultivating relationships with reporters by sending them free information. If your business deals with the catering, you may contact the lifestyle editor and present yourself as a person who can give tips to their readers on choosing a catering service, most in-demand catering party themes, etc. Editors and writers are constantly on the lookout for new materials, and they may give you a try when they need to do a story that touches on your skills and knowledge.
You can also write letters to the editors, which often includes your name, title, and name of your business. You can submit letters to the editors to praise an editorial or news item, support or comment on the trade group’s action (if a trade newspaper), correct slanted or inaccurate news coverage, support new initiatives in your community, or even commemorate an important event. Be aware of the danger, though: if you are taking sides in an issue, some of the potential customers you are trying to reach may agree with you, but some may be antagonized with your opinion. Hence, it would be best to present your arguments clearly, provide supporting facts, and give constructive courses of action.