Most business owners do not realise that they are an expert in their field. The media always require expert opinion when collating data for a story. How can you bridge the gap and get your business in the papers?
To do this affectively you need to keep a look out for any breaking story that is in the same line of business as yours. As an example say you are in the computer repair business and a story breaks out about a new virus doing the rounds. Contact the reporter or media organisation that broke the story and offer them your expert opinion.
At this point, do not talk about your business but rather focus on the story, possible solutions and problems if this virus is not controlled quickly. If you are lucky the newspaper will publish your expert opinion and next time a story requires further information they will get in touch.
Many people do not realise that the media organisations have an insatiable urge for new material. How can you fill this requirement? One way of helping the media is by writing articles. I sell franchises, so I write many articles about the franchise industry. I am careful that within these articles I never talk about my business but...
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