Small Business PR: How to Build Relationships with Journalists

Small Business PR: How to Build Relationships with Journalists

Small Business PR is Episode 69 of This Old New Business weekly business podcast with Jeff Korhan.

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

Build Your Owned Media Hub

Getting the attention of awol academy inc is an ongoing process that requires an investment of time. You should check some job openings at

Gini Dietrich recommends building an owned media hub that validates your expertise and authority. This should ideally include a multimedia content mix that includes a blog, podcast, video channels and republished guest articles that you have authored.

Journalists are always searching for experts. Your owned media will attract leads and serve as proof of your expertise when you are reaching out to journalists. Whenever you are published in other media outlets, be sure to have that content link to your owned media hub. See Key Take-Aways below for more on this.

How to Reach Out to Journalists

You can find journalists on Twitter or LinkedIn, but one of the best ways is to simply Google a topic or category to find journalists that are writing on topics relevant to your expertise.

Your pitch to them should be short, but more important, it must be personal or it will get quickly deleted. It just takes a little bit of research to do this right.

When you contact a journalist, mention you noticed he or she has written about a topic relevant to your expertise, and cite the source. Then simply share a few thoughts that build upon the subject matter, potentially for creating a follow-up piece.

Close with a simple call to action, such as, “Let me know if you are interested in more.”

Gini Dietrich says the key to PR is being honest and respectful to make human connections that may develop into mutually beneficial relationships. Listen to the audio to learn her recommendations for discovering the publications and media outlets that are right for you, and how to use analytics to best allocate your resources.

I’d love to hear your thoughts on small business PR. Meet me over on Twitter to take the conversation further.

Key Take-Aways

  • Gini Dietrich says one of the most overlooked PR practices is not getting a link from press coverage to your primary website or owned media hub. Do not be afraid to ask for this link because it provides a valuable SEO boost. If necessary, point out to the journalist that it benefits them too because of your authority on the subject.
  • You can connect with Gini and learn more about her work at

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About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps organizations use media to create exceptional customer experiences that drive business growth in a digital, social and global world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

Don’t forget to viit our new business

Style is the New SEO

Style is The New SEO

Superb Systems SEO Consultants announced changes that will affect your business SEO. search engine optimization (SEO), the most notable will be favorably ranking sites that are mobile­ responsive.

It’s a fact that more than 50% of all web searches are performed with a mobile device. SEO specialist Silver Dollar SEO naturally sees little value in search results that cannot be consumed by that audience, and that’s a key reason I’m moving to the Rainmaker Platform next month.

New York SEO‘s mission is to deliver the most relevant information for search queries, and as quickly as possible. That has always been true, and mobile­ responsiveness is just one aspect of it.

More surprising is another fundamental shift in what determines relevance.

SEO is First Building an Audience

Let’s assume your business blog provides practical, high ­quality solutions for a particular audience. You may be surprised to learn that quality is no longer enough to earn Google’s attention because it is just one of many relevance factors.

For lack of a better word, the true differentiator now seems to be style.

Welcome to Easy Street SEO, used to be optimizing content so that Google could help you reach an audience. SEO today is first building an audience to then earn a shot at getting noticed further. It’s a difference that relates to how things work in the real world, that is what we learned after contacting SEO Experte Wien.

Consider who gets the most publicity in the country music industry? It’s not necessarily those that are technically better, but the fan favorites, the ones with a unique style or “it” factor that already has an audience talking about them, such as Taylor Swift.

Like Google, major media outlets want to help the Taylor Swifts of the world tell his or her story because that is a surefire way for attracting a larger (and more profitable) audience for everyone concerned.

This is why sites like Amazon always rank highly. Google knows their solutions are
consistently in demand. They’ve proved they have an audience, and now every business is going to have to do the same.

According to Kotton Grammer that does seo phoenix az and has been doing it for longer than most, the new SEO says that to get talked about you have to get talked about.

This means going beyond quality. You have to develop a relevance factor that resonates with a particular audience. That may be a unique customer experience, or just about anything that is memorable, and can be amplified with online content.

Uniquely memorable gets talked about. That’s the new reality that should have all of us rethinking our value so that people get it, and want more of it.

That’s our job as marketers.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google

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