Newspaper PR pointer

Andrew Gubbins CAS MarketingFor mobility retailers keen to revive sales after the months of lockdown, raising awareness among their local community is vital and local news coverage can go a long way to achieving that.

Understanding how to secure coverage in newspapers, television and radio can be difficult, however, particularly for those new to the world of the press and media.

Sharing his top tips of the trade, Andrew Gubbins, PR Account Director of C.A.S Marketing Communications, discusses how companies can increase their chances of gaining valuable publicity.

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By Andrew Gubbins

As a supplier or retailer, you should never underestimate the power of your local media either in print or online, and this has never been more relevant than now as we take the first tentative steps back to some form of normality.

If you advertise with your local media that will provide you with a ‘foot in the door’ with regards to gaining free editorial coverage.  It is also worth ensuring your advertising campaign highlights the fact you are open again with details of opening hours etc.

Most newspapers will have a designated reporter for each town so invest the time to get to know who is covering your area and build a relationship.  Now more than ever, the media is looking for positive stories so if, for example, you have been supporting a local charity/organisation or individual during the lockdown tell them about it.  You could also consider running a competition to celebrate the reopening of your business – not only will this potentially gain you coverage in the local media but you can add details of entrants to your database (as long as they have agreed) for future marketing activities.

Many publications also have regular features about independent living and these can be another great opportunity to promote your business through either editorial or advertising.

Local media and individual journalists will have a presence on social media and use this to research content or to find experts for a comment on a story they are working on.  So, take the time to connect engage with them on platforms such as twitter.

There are plenty of national news stories with a healthcare/mobility/independent living angle at the moment and local papers often pick these up and this is where that investment in building relationships can be very beneficial.  Should there be a relevant national story, take the initiative and contact your local press and offer to provide a short expert comment for them to incorporate into a story they might be working on.  Newsrooms are often short-staffed and this will save them time whilst also promoting your business.

It is also worth taking the time to engage with local TV and radio as you never know when they might be looking to feature a business such as yours in a news story.

Of course, all this takes time, so if you think your business could do with some external support, contact us at C.A.S Marketing on 07771 800 434 / 01491 578888 or email andrew@cas-marketing.com

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