Inside Small Business » 2007

Building Buzz through PR: What’s Your Hook?

Inside Small Business | July 10th, 2007

Tirza Wibel, Principal BrandBloomSo you launched a new business, revamped an existing company or perhaps created a new product. You want to get the word out about it and build some excitement. Perhaps your plan is to send out a routine press release, hoping that media will “bite” and choose to run your news.But wait – before you start writing the standard boring press release – consider your hook. A hook is the story behind your news – the thing that takes it from being just another business announcement and turns it into a story. A story worthy of media coverage.To find your hook think about your business, your background and your clients. Consider the story behind the news you want to announce and what about your news makes for a good feature. The media looks for stories, not new product announcements, and once you uncover the story behind your news, you’ll be on your way to securing bigger and better media coverage.When you find your hook you’ll want to present it to the media and include your business announcement as part of the bigger story or hook. Send a quick email to relevant media and present your story idea and how your new business relates. Offer yourself as an expert source for other stories on related topics and offer to help connect them with other relevant sources such as some of your clients.Once you move from sending out standard press releases, and take the time to first develop a story idea related to your news, you’ll discover the power of publicity done right.

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