Getting into the media for beginners

Written by Amanda Rose, ESBWA Founder & CEO

Being in the media feels out of reach for many small business women. They like the idea of it but dread the thought of putting themselves out there or simply don’t know how to get their foot in the door. Sound familiar?

I’m here to tell you that being in the media is not as unattainable or intimidating as you think. Starting is the hardest part, but once you’ve made one or two appearances you begin to get the hang of it and can really take off.

Why the media?

If you’re not someone who has considered being in the media you may be wondering what value it holds for small business owners. Being included in the media lends weight to your business and gives your audience a feeling that what you do and say is of value - especially if the content or product you share actually is of value. At its most basic, being in the media gets more eyes on your business. It spreads the word to audiences or communities you might not have been able to reach before.

Getting started

Unless you are going through a PR agency the media like dealing directly with small business owners, so don’t outsource this to a VA. You are absolutely capable of doing it yourself - you just need to make sure you are prepared and approach publications or outlets in the right way.

First off, make sure you know your “why” and how it’s different to everyone else. You need to be clear about why you do what you do. You need to be confident in your brand and what you stand for. Having a clear brand and business identity will allow you to make a confident showing when approaching a publication. Don’t be afraid to show your personality and point of view - it’s all based on experience after all, and the media are looking for people with a clear stance.

Choosing a publication

When you’re starting out, target publications that you read often and are familiar with. Local publications are always a great place to start as they are keen to feature local businesses and platform people from the area. Look up the journalists and editors of the publication, follow them on social media, and don’t be afraid to engage with them.

It’s a good idea not to place all your eggs in one basket. Reach out to multiple places. You never know which one could be the breakthrough you need.

Broaden your horizons so that you’re not focusing solely on mainstream brands and publications. Online media is huge these days and there are so many avenues you could take - independent providers and industry blogs, for example.

Choosing your topic

When you do decide to reach out, be purposeful about your timing and content. Don’t just reach out without a purpose. Have a specific topic that is relevant to the news that week or the publication in general. It could be a good news story or information that would be of interest to the publication’s audience. Being targeted and intentional will help you stand out and make what you have to share sound more valuable.

Final tips

If you’re keen on getting into the media, it’s an absolute must to ensure your social media platforms and/or website are up to date and active. Publications will absolutely be looking you up before they make the decision to include you, and having empty, lifeless social media accounts or a poorly set-up website isn’t a great look.

Have your bio and professional photos ready to send if needed. If you’re targeting visual or video media such as the news, it’s also a good idea to know how to do your own hair and makeup. Not all places will do it for you, and it pays to be prepared.