Did you read that headline properly?
Yes, that’s right, I’m about to outline a few ideas on how to get your photography business in the newspaper to give you something even better than ad space… and if you can pull it off, it’s totally free!
The Press Release
The strategy I’ll talk about here, will explain how you can attempt to get your local newspaper to publish a press release that relates to your business. It’s not easy to do, but it bring in a flood of new clients, and give you a stack of credibility, because everyone knows that any business in the newspaper is super trustworthy and must be the best! (not always the case, but it’s a belief most people have)…
As you can imagine, it’s hard for journalists to come up with good ideas for articles day after day… this is where the press release comes in. It’s a way for you to submit an idea to a journalist, in the hope that they think it’ll be interesting enough to run it in the newspaper.
No… you can’t simply write in and say “Hi, I’m a local photographer and am having a 50% off sale on Saturday so the community needs to know about it”. Sure, it’s interesting to you, but the readers aren’t going to care about it, so it won’t get published!
If you read the newspaper, or watch the news, you’ll know that the stories the get published are those that get attention. Things like “Dog saves child from house fire”, “Burglar eaten by shark after break and enter”, “Local man wakes up next to 10 foot snake”. It’s these sensationalist type of article that get the readers attention and make them want to keep buying the newspaper.
So What Should Your Press Release Be About?
And I can’t really answer that for you. It’ll take some time brainstorming to create ideas that will get your local journalist interested.
A popular idea is to have a charity event or fundraiser that the local community can get involved in. Newspapers love to promote this stuff because it boosts their reputation.
So maybe you know a child or influential person in your community with some sort of life threatening illness. You could have a day where you offer family portraits in the park for just $30 each. You would send all the proceeds to that persons family, or the charity that you choose to donate to.
It would give you the opportunity to display your portfolio and get the details of a large number of potential clients.
You’d also be given a lot of publicity and a great reputation in the community… I mean, who wouldn’t like the photographer who donates his or her valuable time to help a noble cause?
And I’m by no means saying to use the charity just for your gain. You’re helping these great causes to bring in more money and they will appreciate it more than you know… plus it’s an extremely rewarding feeling, being able to hand over a large sum of money to really great organisation!
Now Run With It!
This is just one idea, and it’s one that has worked dozens of times with my clients and with great results!
You can come up with your own spin on this idea or think of something totally different that would suit your particular photography business, and town a little better.
Just remember to make sure that it’s not just a blatant business promotion and that it’s something the readers will be interested in!
In my next article I’ll give more details into HOW to get the press release read by a journalist, and how to give it the best chance of working.
If you have any ideas or questions about a press release of your own, leave them in the comments section below and I’ll get back to you.