by Trenna Sue Hiler

Created on: August 23, 2008   Last Updated: November 27, 2011

Advertising is expensive and competitive. Any thing to keep the costs down and the customers coming is a goal worth having. The good news is that traditional media is always looking for a story and your company can provide  information to fill that need.

Begin with a media pitch. A media pitch is fairly simple to write and it is distributed to local and regional traditional media. It is an introduction of your company profile. It is a simple way of reminding people that your company is here and this is what you can provide to the community.

The media pitch is typically three paragraphs long. The first paragraph is an introduction of the company and products.

The next paragraph is dedicated to explaining the benefits that are available to the community because of the products and company.

The final paragraph gives the pitch for stories or reports you would like the media to publish or present. It is why your information is worth publishing.

This will likely bring on a deluge of sales calls from the advertising department. Prepare to take those calls. Explain there is no budget now, but some day there will be. Make contacts and see if there may be a human interest element.

A press release is used when a company is making a major statement or announcement. It has to be something truly unique and news worthy. These press releases need to be well written, timely and accurate.  Invitations should be sent out to local and regional media. There should be a crowd so invite employees, family and friends as well. Prepared packets of information should be handed out at the meeting. Deliver packets to those who were not in attendance. It may at least give you a mention.

Feature articles are a superb way to reach out to the community. The articles need to be timely, well written, and tie back to the business is some form.

For example, the owner of a local restaurant may write a feature story about the nutritional value of using local and fresh produce. It would not be an advertisement for the restaurant. However, the by line would have the credentials and the company name. It would endear the local farmers and perhaps open all sorts of opportunities. They may decide to use it or not. Just keep submitting well written articles to everyone. You may end up as a guest on a talk show. Eventually, it will pay off in one way or another.

Volunteer where help is needed. Take a group of employees to work at the food bank. Provide them with t-shirts that have the company name and logo. Make your contributions visible.

Advertising is all about name recognition and reputation. Work on both.

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