Launching your Pretzel Kids business is challenging enough but once you’ve accomplished this, it’s time to get the word out about your classes and events. One of the best ways to do this is through publicity – even better, free publicity.
If you play your cards right, positive media coverage could lead to more new class bookings than paid advertising. Now the question becomes: How do you entice media outlets to feature your Pretzel Kids yoga business? Although there are many ways to go about this, here are our 5 top steps to generate media coverage:
- Create a media portal. Reporters work on deadline and time is of the essence. If they are seeking information and you can provide them with details fast, you have a better shot of ending up in a news or feature story. Perhaps the best way to create a one-stop media shop is by including a media resource or “in the news” page on your company website. This is where you can warehouse a company overview, fact sheet, bios and headshots of your team, product photos, a fun Q&A and any other media resources. This way, when reporters come calling, they have a central place to go to find all the background they need. If you don't have a website and you're a member of the Pretzel Kids teaching community, you can add your press hits right onto your own profile page!
- Write compelling press releases and send them to the right journalists. Press releases can center around anything that makes an engaging story, like launching a new Pretzel Kids yoga class series in your community. You can even position yourself as an expert in the realm of kids yoga! Along those lines, if you’ve got something to say, you also have to know who to tell. So, get to know which publications and reporters cover yoga or kids activities. From there you can compile a spreadsheet of names, phone numbers and email addresses. Once you’ve written your press release, email it to a reporter with a catchy subject line and compelling pitch letter. Email communication is key as 93 percent of journalists prefer to receive press releases via email, according to Cision, a global PR and communications firm. And, don’t get discouraged. Even if your press release doesn’t lead to a call back or story, that reporter may remember you the next time she needs a source!
- Interact with journalists on social media. For starters, follow reporters on Twitter and like their pages on Facebook. From here you can actively engage with them by retweeting, sharing and commenting. This won’t necessarily lead to media coverage but eventually those reporters will know who you are. When the time is right, you may be a go-to source for a story on kids yoga.
- Invite media to your Pretzel Kids yoga class. This is a savvy way to reach out to journalists. You can use this opportunity as a way to get to know reporters. If you’re lucky and a journalist considers your class or event newsworthy or topical, you may end up with media coverage. Even if reporters don’t attend your event, your invitation alone is still a chance to get your company’s name in front of the media.