Mashable has released four tips for getting press coverage. It’s challenging for independent business owners to draw the attention of local media, even with a nice press release and a contact on the inside. Knowing how your local media functions might just be the key to getting them to send a reporter to interview you about your next big event or a unique program at your pizzeria.
You don’t have to be a public relations guru to get the media to take notice. Let’s take a look at Mashable’s list (http://mashable.com/2013/12/10/how-to-get-press-coverage/) and break it down to see how it can apply to independent pizzerias:
- Editorial calendar — Know it. Most media outlets post some form of yearly or even monthly editorial calendar on their Web sites. Can’t find it? E-mail or call them. Who knows, you may be able to work your pizzeria into a special issue. While daily newspapers and local TV news are great outlets, don’t forget alternative weeklies, city/regional magazines (including food-specific ones), neighborhood publications, and local and foodie blogs/social media sources.
- Create your own content — Let your media know that you are the “go-to” person for all things pizza. When they need a featured recipe or someone to give a cooking demonstration, you will be top of mind. There are a ton of operators who have created blogs where they share their expertise. Ask local media to follow your blog (don’t forget to include bio info on your background and expertise). If you have a blog, post it below in the comments so Pizza Today can follow you, too.
- Do good deeds — Philanthropy and community outreach go a long way with local media. With community nights and events like our Slice of Hope fundraiser, pizzerias operators lead their communities in giving back. Make a list of those community programs you have and create a schedule to let the media know. A good rule of thumb is to reach out a couple of times — two weeks before your event and a few days prior.
- Get other press — Competition is a beautiful thing. Getting one good piece of press coverage can turn into several. Just look at national “best pizza” lists. Those reporters have found local/regional rave reviews and buzz.
Now, get out there and get noticed!