Many small business owners never approach journalists, because they don’t think they have anything news-worthy to offer.

The truth is, they just don’t know which elements of their business are worthy of media exposure.

Below is a list of 15 types of stories that journalists are usually looking for. Don’t be overwhelmed by the seemingly long list. Consider it a buffet for you to choose from. And certainly, don’t feel compelled to use them all at once!

Also, avoid the temptation of saying to yourself “My business is different, this idea won’t work.” Yes, it will. These general topics work over and over again for many different companies and individuals.

If you just open up to the possibility, I guarantee you’re going to see different types of stories you would never have thought of that actually apply to you, your business, product, service, book or expertise.

Time-Sensitive Media Stories

These are stories we commonly think of as “news.” It’s time-sensitive or time-bound, which means, after a certain date, it’s pretty much useless.

For example, if you’re organizing an event, then at a certain time, information about that event is no longer news or interesting.

1. Announce something new.

Do you have a new product offering? A new feature in your product? Even a new free offer? Did you update a product or service? That’s news your customers or prospects may want to hear about sooner rather than later.

2. Tie-into breaking news as it breaks.

Is your business or product relevant to breaking news? Monitor the news with an eye to finding items that relate to your business.

3. Tie-into annual events or holidays (or create your own).

Can you tie into a special event or commemoration? What is the time of year that people are thinking about needing your product, needing your program, needing your book, what time of year are they talking about you?

4. Raise a controversial issue or tie into one.

Who is an expert of getting a lot of publicity that you disagree with? You can go back to that same reporter who wrote about them and say, “Actually this is my opinion….”

Reporters can do follow-up stories and that’s a prime way of just piggy backing onto somebody else’s story.

Do you have innovative ways of doing something? Is there a lot of misinformation in your topics? Are there scams or frauds going on around now that you can comment on?

5. Pitch yourself as part of a trend

Is there something that’s increasing or decreasing in your field right now that you can comment on? Is there a niche popping up and is there some way for yourself to be tied in to that trend?

You could be noticing an upcoming need, demand or problem which you’re already addressing right now. If you pitch yourself as part of a trend, you also want to keep in mind if anyone else can comment or is also part of this trend. Helping a reporter find you as well as other sources makes doing a story – and their job – easier.

The next type of stories aren’t time sensitive. These are stories you can pitch months in advance. They won’t get stale or irrelevant.

Non-Time Sensitive Stories

6. Promote your personal story

This is where you are the main story, it revolves around you. It could be a profile, a review of your product or service or your book.

7. Tie-into a popular movie

For example, recently the Twilight movies have been very popular. They’re about teens and star-crossed lovers. Maybe you could comment about that? If you’re an expert on mythology, relationships or teen development, then what inputs can you give about these movies? Use popular movies or even TV shows as a springboard for a story idea to pitch.

8. Tie-in with “celebrities”

If you have ever worked with any celebrity, if they’ve given you some kind of testimonial, then use that. Celebrities don’t have to be just TV and movie stars but also famous authors, CEOs and influential people in your field.

Another approach is to ask influential people for advice. If you’re writing a new book, you could ask these people for advice related to your book’s topic.

9.  Do something for charity

I’m not advocating doing charitable work just to get publicity. What I am saying is, if you are doing something charitable–out of love–then you may as well maximize the situation and get publicity from it.

For best results, local initiatives do best. Target your local newspapers, radio and TV, because they’re going to be the ones most interested in it.

10.  Do a survey

In all likelihood, you’re doing some kind of market research for programs and services you want to develop. Why not share your results? This could position you further as an expert in your field.

I’ve seen survey results released that have just a couple of hundred respondents. Even a short survey with interesting results can be the basis for a story. However, do make sure you follow best practices in research so nobody can criticize your methodology and question your results.

Another way is to watch new studies or survey results that are published, and tie into them. Comment on the results. What bold, outrageous and provocative statement can you make about them?

11.  Help people solve a problem

You’re in business because you help people solve problems. How you help people solve problems is a story idea!

12.  Target a certain demographic, race, religion or other niche

Many people miss this as a story idea. Having an ultra-specific niche can make a good story. What niche are you targeting and why?

13.  Issue a “Top Ten” list

People love lists. They provide information in an easy-to-digest format. Make a list of best practices, top mistakes, things to avoid, things to do, what to have… there are so many possibilities!

14.  Create a memorable brand/name

People don’t do this often enough. I’ve recently branded myself as “the passionate publicist.” That means I’m passionate about helping entrepreneurs get publicity.

Create an identifying brand or identity for your business, and always use it, so people start remembering it. If you already have one, by all means, always include it in all your communication and marketing materials.

15. Write an op-ed

An op-ed is a letter to the editor clearly expressing your opinion about something. It’s not a pitch. Instead, you write why you feel the way you do about a particular story they recently published.

Of course, tie it into your business somehow, but keep in mind it shouldn’t be a blatant pitch for your business. When you sign off, for example, make sure to include your branding (see number 14 above) and your official email address and website.

This is by no means an exhaustive list of all the media-worthy stories you could come up with for your business.

This list is merely a starting point. In fact, participants of my Publicity STORM program go through this list and then get inspired to brainstorm many more media-sexy stories about themselves, their business, and their product or service.

What other ideas did this list spark in your mind? Please share in the comments below.

Image from Yuri Arcurs Website

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Gina Bell’s International Association of Women in Business Online (IAWBO) has turned one year old, and she’s giving away gifts!

Up for grabs is a Virtual Gift Bag for Women Entrepreneurs with over $1,300 worth of goodies — but you can get them all free right here:

http://www.PRinYourPajamas.com/giftbag

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Are you a twit on Twitter?

What’s a “twit” anyway?

One definition of a twit is:

“a foolishly annoying person”

If you’re new to Twitter, it’s easy to get confused and be a twit rather than sending out a good tweet. Here are 5 signs to look out for:

1. You talk a lot–even shout–but never engage.

I’m certainly no guru, but I’ve seen so-called marketing and social media experts push out only their own tips, blog posts (both theirs and blogs they are mentioned in), and quotes – attributed to themselves. Ick.

Yes, it may make you look like an expert, but not a person. Think about what it’s like at a networking event. Would you just talk about you, you and you? How much business did you get?

If you keep tweeting information without interacting with other people on Twitter, you end up looking more like a robot than a human being. And everybody hates Twitter bots!

Sure, links to informative web pages are valuable and helpful. But allow us to get to know YOU, too. People buy from people long before they buy from a company. I want to find something in common with you. I want to laugh or cry with you. I want to connect and converse with you. Even if it’s just once every 10 tweets.

2. You’re not original.

Everybody appreciates getting retweeted. But do you find yourself ALWAYS just retweeting other people’s messages… and never coming up with your own?

If so, you are in effect hiding your real persona, your true self. Don’t! Do share with us your diverse interests. That’s what makes you interesting and somebody people will want to keep seeing on their Twitter stream.

The one thing that makes you different – maybe you’re also a triathlete, or a mom, or a painter – can be something that stands out for your potential client if they are also a triathlete, mom or painter. As Oscar Wilde said: “Be yourself, everyone else is taken.”

3. You never link back to your site.

Of course we want you to be generous and help other people get exposure for their stuff.

However, Twitter is an effective marketing vehicle for your own site. Don’t be afraid or timid about sending your Twitter followers back to your own content and offers. After all, almost everybody on Twitter (and other networking sites) is marketing something. You wouldn’t be the only one, nor the first one.

Strive for balance:

valuable content + engagement + an offer to buy = sales

4. You have a silly Twitter handle and/or avatar.

How would you feel about following someone with a cartoon character, animal or cleavage on their avatar?

How about a handle with the words “sexy,” or “get rich”?

I don’t know about you, but I wouldn’t follow those users! Neither would I take them seriously.

Here’s a better idea: use a nice, clear photo of you with a big smile. Studies have shown more people will follow you if you use a pleasant user photo.

As for your handle, use your real name or a variation of it. Remember to keep it short, as your username does take up some of the 140-character limit on each tweet.

5. You send automatic DMs and take your ego with you.

It’s not gracious to welcome your followers with this automatic message:

“Thanks for the follow. Please click on my site and buy something because I’m so cool.”

That’s a sure way to get your followers to automatically… hit the “unfollow” button.

Stop Being A Twit

The most important thing to remember, to avoid looking like a complete twit on Twitter, is to be yourself.

Give before asking (use the 80/20 rule), and have a clear strategy laid out.

This way, you won’t waste your–or anybody else’s–time.

What are your Twitter tips? Do share them below.

PS: Do you need help using Twitter and other social media in a strategic way to get more exposure, leads and customers for your business? If so, I hope you’ll consider getting my course, “Social Media for Beginners.” I teach the exact system I used to increase my list three-fold and bring an additional five figures to my income–all within the first year of using social media. Click here to find out more about it.

Image from Crestock Stock Photography

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Shock, because I’ve always considered this blog to be in the fledgling stage. I started it just over a year and a half ago and while I always strive to deliver quality information about PR and social media, I haven’t exactly been diligent about it. It was only in the last few months that I’ve been able to publish a new post at least every week.

I also felt awe, because the other bloggers on the list are PR and social media stars: Brian Solis, Peter Shankman of HARO, Danny Brown, and Jason Falls of Social Media Explorer, among others.

They’re certainly the thought leaders I’ve been looking up to.

Being at this stage of my “blogging” career, I wouldn’t have expected to be mentioned in the same article.

The irony is, I’ve been so busy empowering small business owners with practical and doable PR strategies, that I haven’t been consciously trying to get PR for myself or this blog.

For me, this unexpected exposure demonstrates the snowball effect of PR and social networking. Once you set things in motion, they take on a life of their own. You get promoted through word-of-mouth. Happy customers gush about you. Interviews you gave months ago get passed around, cited and quoted.

Before you know it, you get discovered by influence peddlers, your reputation gets established, and it’s easier than ever to get even more publicity.

The going may be slow at first, but once you gain momentum, it does get easier. However, this doesn’t mean you can rest on your laurels and slack off.

In fact, I feel more motivated than ever now to keep giving you, my reader, even better content on PR, online marketing and social media.

If you have any ideas for how I could possibly serve you better, please let me know. I’m all ears.

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Public relations nowadays needs to include the Internet, more specifically, social media. Consider these statistics:

• Four out of every 10 Americans read blogs, according to a study by Synovate/MarketingDaily.
• There are 500 million Facebook accounts
• An estimated 75 million users are on Twitter, with 10 – 15 million actively using it

Social media has become a very powerful frontier for PR–one that is easier, faster and cheaper to permeate than traditional media.

That said, figuring out social media, getting involved, building and sustaining relationships sure can take up a lot of our time. Too much time, in fact, especially when we get into it without a strategy.

Here are seven questions I ask my PR students and clients, to help them craft a doable and effective social media PR strategy:

1. What do you want to achieve?

Begin with the end goal in mind. At the end of the day, what specific results and ultimate outcomes would you like to accomplish? Once you know your destination, then you can create your map.

2. Who is your audience and where are they online?

Having a clear idea and understanding of your target audience is key to a successful marketing plan. Same thing with your social media PR plan. You won’t be able to reach every blog and social networking site. Knowing whom you’re trying to reach will help you set priorities and focus your efforts on those sites that will bring significant results.

3. Who are the influencers?

These are specific people, groups or institutions that reach your target audience and influence their attitudes. Consider them the shortcut to your target audience’s heart and head. They’re also your second target audiences.

4. What are they saying?

Find out what your target audiences and their influencers are saying about your industry, product or your competition’s products. There are many benefits to having this knowledge, the first of which is so you can participate in the conversation.

5. How will your value proposition align?

Now that you know what your target customers are saying, you can evaluate how your own value proposition or offering aligns with their needs and desires. Are you offering something unique and relevant? Or is your message getting lost in a cacophony of voices saying more of the same?

6. How can you deliver and contribute?

This is where you decide how you’re going to attract your target audience, engage with their influencers, and deliver your value proposition. Will you maintain a high-quality blog with fresh posts every day? Will you make special reports available for free to your subcribers? Will you create a Facebook fan page and share awesome resources there? There are many options available and, once again, your target audience and their preferences will shape your choices.

7. What resources are you willing to invest?

The bottom line is, each of us only has a limited amount of time, energy and money to invest in PR. Even if social media is almost free, it can cost us many hours in a week. Do you have the time? Or can you hire a virtual assistant to do some of the work with you? How many minutes exactly can you devote each day to interact and participate in social networks?

These questions will help you to craft a social media PR strategy that suits your business, supports your goals, and is realistic, given what you are able to do.

As with traditional PR, nobody can guarantee you instant results with social media PR. As I like to say, it’s a marathon, not a sprint. With sustained and consistent effort, you will see results in time.

Now go and get some publicity!

Image from Crestock Creative Images

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Entrepreneurs and PR peeps:

Do you have a cool new product or hot gadget you want to get some publicity for?

Are you an expert with an opinion on something controversial or are part of a trend?

Want to pitch story ideas and leads related to pop culture, celebrities, entertainment or lifestyles?

If so, leave the details in a comment below so my friend and reporter for a new daily one hour talk show in the San Francisco Bay area can hear about it.

She’s asked me to help spread the word.

The new talk show, launching in a month or two will engage viewers in real time candid conversations about the people and things making news. Social networking, pop culture, entertainment, tech news and politics all moderated by a host along with on air contributors. They will be using Twitter, Facebook, Skype, texting and a studio audience.

That’s the show in a nutshell. They are looking for topics that’ll get people talking – so it doesn’t have to be Bay Area specific.

Make sure you leave your contact info (website and email) so she can contact you directly if your story is chosen. I’ll let you know the name of the show as soon as I’m given the green light! If you know anyone who may want to get PR and be on TV in a major city, tell them to stop by here!

Image from Crestock Royalty Free Images

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As Twitter becomes more and more popular, its users keep coming up with new ways to better interact and engage with each other.

One popular way is through Twitter chats. A Twitter chat is a live discussion via Twitter on a specific topic. There is usually one host, who moderates the chat, by tweeting questions. It’s a virtual water cooler and a good place to meet people, deepen friendships, and exchange information.

Participants keep track of the “conversation” by following and using a hashtag–a pound symbol (#) followed by a word. For example, #prinpajamas is a hashtag.

Twitter chats allow participants to discuss a topic and have their own questions answered.

Some Twitter chat organizers even allow each participant to mention their business and tweet a link to their website.

You’ve got to agree, Twitter chats can be an excellent PR opportunity. They’re an easy way to get in the radar of Twitter power users, meet potential partners, and even get some leads.

Here are a few tips to make your Twitter chat experience a positive and fruitful one:

1. Pick a relevant Twitter chat.

To meet the right people, you need to join the right Twitter chats. Be conscious of the hashtags your favorite Twitter friends use. Or check out the list of Twitter chats here.

2. Use a Twitter chatting app.

A third-party site, such as tweetgrid.com or tweetchat.com, makes it super easy to follow a chat. Otherwise, you’ll have to rely on your Twitter app’s search function, which may not be robust enough for a chat.

3. Be interested.

Don’t be so focused on getting exposure for your biz. Instead, be genuinely interested in the topic. Respond to the chat questions. Throw in some of your own. When appropriate, respond to other participants. Be on the lookout for opportunities to offer good information or a solution, when another participant needs it.

4. Be consistent.

Twitter chats tend to happen once a week. Choose one or two you can join as often as possible. That way, you make real connections with the organizers and the other regular participants.

5. Go beyond the chat.

Part of the value of Twitter chats come from what happens after the chat. Follow the people you connected with or found interesting. If it’s relevant, you can continue your discussion even after the chat. And if the organizer provides transcripts of the chats, download them, file them and use them to find people you can connect with.

Another thing: If you feel you have something valuable to share in a Twitter chat, offer to be a guest. That will bring you and your biz tons of exposure.

Interested in joining a Twitter chat? Join me when I guest in #SmallBizChat on Wednesday, August 11, 2010, 8-9 pm Eastern. I’ll be giving tips on PR for small business owners.

For more information, follow me or the organizers, @SmallBizChat and @SmallBizLady on Twitter.

I hope to see you there!

Image from Yuri Arcurs Website

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The amazing thing with doing public relations is, you never know who’s out there listening, watching or reading about you.

This might be a scary thing, but most of the time, it’s a GOOD thing.

The more consistently you put yourself out there, the more unexpected praise, recognition and opportunities come your way.

The ripple effect of PR has only gotten more intense with social networking. Journalists as well as other content publishers and influence peddlers are online. They may be “on to you” without you being aware of it.

I experienced this myself recently when I was included in Forbes.com’s 20 Women for Entrepreneurs to Follow on Twitter.

I hadn’t been interacting with the writer on Twitter.

Who’s listening?

However, I have no doubts that my online presence–including this blog and my activities in Twitter, Facebook and LinkedIn–helped Forbes writer Natalie Sisson to discover me. In fact, she sites PRinYourPajamas.com as a “great blog.”

Social networking has expanded the realm of PR from the traditional newspapers, magazines, radio and TV to blogs, Twitter, Facebook, LinkedIn and other social media.

The Internet provides a vast opportunity for entrepreneurs to become, not only more visible, but also more “findable”.

If you’re reading this post,you’re probably already active in various social media. If so, it’s worthwhile for you to ask yourself the following questions:

• How am I using my social media involvement as part and parcel of my PR efforts?
• Do I consciously project a consistent brand, image and message across social networks?
• Which groups, lists, blogs, networks, forums and pages should I be active in to reach my audience and the people who are already reaching my audience?

If you consider social networking to be something distinct from PR then you could be leaving a lot of opportunities on the table. You could even hurt your overall PR efforts.

On the other hand, if you embrace social media as part of your PR strategy, then you will see bigger results with less than the usual effort.

And to make sure you don’t miss any exposure you’re getting, remember to set up a Google alert for your name, business name, and product name.
woman listening to music from Crestock Stock Photos

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So your PR efforts have paid off and a journalist has arranged to interview you. Congratulations!

Your work is far from finished, however. Now you have to prepare.

One of the often overlooked elements of preparing for a media interview is to get more information from the reporter.

Here are 10 questions you should ask before your media interview:

1. Whom do you write for?

Know which media outlet the reporter works for. Do some background research, just to make sure they’re legit, but also to get a better understanding of their readers/viewers/listeners, editorial style and biases (you’ll be surprised; the media aren’t as objective as you thought).

2. What types of articles do you write for your publication?

If the journalist writes features, then you’ll know that you should be armed with human interest stories. If he writes news items, then have all your data with you.

3. What story are you writing now?

Know in what context your interview will appear. It could be just a part of a bigger story, in which case the journalist may be using your story to illustrate a point. Or you could be the entire story. Either way, it’s good to know exactly how your interview will be used.

4. When’s your deadline?

By knowing this, you can respond to her requests in a timely manner–which you should always do anyway.

5. Are you contacting other companies?

Not that you’re demanding exclusivity, but it’s good to know whether competitors or complementary businesses will be featured alongside yours.

6. Would you like a sample of my product or service?

The reporter may forget to ask, so be proactive and offer a sample.

7. Would you like a customer reference?

Again, this is something the reporter may overlook. Be ready with feedback or testimonials from your happy customers. They may just be quoted in the piece!

8. What trends or issues are you seeing in this segment?

This is good market research for you. It will also help you frame your answers so you can be more relevant.

9. How did you hear about my company?

This is a good way to find out which of your PR efforts are paying off.

10. When is the story scheduled to run?

Don’t expect the reporter to give you copies of your interview when it’s published or aired. Be ready to monitor and file your own copies.

These are just some of the most important questions you can ask a journalist before your media interview. Don’t be timid about getting the information you need to go into the interview prepared and confident.

Image from from Crestock Royalty Free Images

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I believe publicity is something accessible to virtually anybody. You don’t need a big PR budget, or to hire a PR agency on retainer, or to spend massive amounts of time to get free publicity for your business.

In fact, I’ve distilled the most essential publicity tools into just four things:

1. Media Pitch

The first thing you need is a media pitch. A media pitch is a news hook or story angle that would interest an editor to write about you, your company, or your product or service.

To get you started, read these 10 questions to help you write a media pitch.

2. Media List

A media list is a list of reporters or publications that you want to target for your media story. The list should be filled with journalists and media outlets that are relevant to your target customers. Find out what your target buyers read, watch, and listen to.

Compiling and keeping your media list updated is ongoing work. If you need help, read this previous post on how to build a media list.

3. Photos or Graphics

You need some compelling photos, or at least graphics, that journalists can use when they write or talk about you. If you have a book that you’re trying to sell or a software, then you want to have something that you can represent your product or service with. This could be an electronic cover, or a photo of your actual product, and your logo.

Earlier, I wrote about how to use photos to get free publicity. If you have quirky, fun and interesting photos, they can generate lots of free publicity for you by themselves.

4. Testimonials

Make a habit of asking your happy clients and customers for their feedback. For maximum credibility, ask permission to use their full name, location (City, State/Province and Country are usually sufficient), photograph, and URL (if applicable).

People expect you to say good things about yourself and your product/service. However, when somebody else says them, your audience is more likely to listen… and believe it.

As you can see, it doesn’t take much to generate more exposure and media coverage of your business.

Using Your PR Toolkit

Keep your tools organized in a media folder, ready to be sent to journalists who request them, or when the opportunity to reach out to them arises.

Have both the digital and physical versions of your PR toolkit. Nowadays, it’s increasingly acceptable for journalists to receive information through email. However, you’ll encounter those who are suspicious of email attachments and will prefer a physical kit.

By knowing what essential PR tools you need, you can invest the time and energy to make sure you have the basics covered. Make sure you have the fundamentals in place, and you’ll always be ready to create free publicity for your biz.

news globe from Crestock High Quality Images

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