Companies Should Create Their Own Media Projects AND Utilize The Traditional Media

Pretend you’re a contestant on a gameshow. You have just won the contest. Now, you are asked to select a prize. You have three options—a car, a vacation, or a car and a vacation. Which one will you select?


Of course, you’re going to select Option No. 3—the car and a vacation. It’s an easy choice.


As an entrepreneur and/or a business executive who wants to grow his or her business, you have the same easy choice when you formulate a plan to use the media to promote your business. You can choose to use the traditional media, choose to use new media, or choose to use both. Too many entrepreneurs and executives rely on the old way or the new way when they should really use both.


Reaching your prospective audience is crucial to promoting your business. It’s fortunate that executives in 2017 who want to promote their business don’t have to depend solely on media professionals’ decisions like executives from previous generations did, but traditional media such as television and radio stations, newspapers, and magazines still have a large audience.


The new media such as websites and social media also have a large audience. This report concludes that Facebook had almost 2 billion active users per month in the first quarter of 2017. Another report concludes that Twitter had 328 million active users per month during the same timeframe. In addition, the new media allows businesses to create their own media projects at a cost that is much less than what it was a generation ago.


How can you use the traditional media and new media to promote your business? Here are 5 creative ideas:

1. Show You’re An Expert

Let’s start with ideas that will get the traditional media’s attention. Start your relationship with the traditional media by NOT promoting your business. You should instead write articles that show you’re an expert in your industry. That might entail writing an industry-specific article for a business publication or an advice article for a general interest publication. If you sell repair equipment, for example, a home repair advice article might be of interest to editors who know their readers will be interested.

2. Make Yourself Available

As part of your outreach to the traditional media, you should introduce yourself to editors and producers. Explicitly promoting your business is NOT the right way to do this. You can instead, for example, write a response to an article. The goal is to become more known as an expert on your industry so the media will be more likely to contact you when it needs an expert’s input for future articles or broadcasts. In essence, you want to tell media pros that you are available to help them. In exchange, you are making yourself more visible to the public.

3. Join More Business Groups

Networking is pertinent to the traditional media and the new media. Joining the local Chamber of Commerce, for example, can give you a chance to write articles for the chamber’s newsletter and, thus, make you more visible to the community’s business leaders. Social media websites such as LinkedIn help you find and join groups that will put you in contact with people interested in your industry, including customers. You can then, for example, post an article on LinkedIn that will make your company more visible to group members.

4. Host Educational Events

Why should publications write about your business? You are more interesting to them if you’re a spectacular success, but you will have to be very persuasive to convince them that is true. A better way is to host events that the public will be interested in. If you sell and/or service computers, for example, you can have classes in your store for people who want to improve their computer skills. Perhaps, there can be a class for senior citizens, a class for young children, etc. News items about these events can be a de-facto promotional tool.

5. Convey Excitement Via Events

Depending on what your business is, you can also host community-wide events, entertainment events, and other events at your business. The traditional media might be interested. You can also use social media to convey how exciting your events are. For example, you can post photos and videos on Instagram in the days and weeks before the event that promote the event, post photos and videos on Snapchat during the event, and utilize Twitter to chat about the event before, during, and after it is held.

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