By Sue DiFranco
Copyright © 2003 Sue DiFranco/Fun Facts Publishing  

Media publicity is a cost-effective way of getting information about your business out to the world. But the news media looks for press releases on items that are actually "news" - so your release on the fact that you're the best business ever probably won't fly. There's a fine line between advertising your business and offering the media valuable news and information. So, here are some ways to make your business or service newsworthy.

1. Customer Spotlight. Is there a customer who has a special story, or who has used scrapbooking in a unique way? Have any of your customers won any national awards or been published in an idea book? Spotlight their success.

2. Why did you start your business? If you are one of the only scrapbook businesses in town (this is divided by areas of business - for example, there may be a store in town but you're the only custom scrapbook artist), let the media know why you decided to open. Were there no stores within a two hour radius? Did many people approach you to create scrapbooks for them?

3. Prove a stereotype wrong. Many people think that scrapbook enthusiasts are all basically the same - female, married with kids, of a certain faith, etc. This couldn't be further from the truth! There is a growing diversity among scrapbook enthusiasts, embracing many cultures, religions, genders, and ages. Write a release spotlighting this fact. For more information on this topic, please see our book, "Scrapbook U-Diversity: Redefining The Scrapbooking Industry."

4. Do a customer survey. It may help if you include some "controversial" questions. Then write a press release about the results of the survey.

5. Sponsor a "Kids Rule!" day. Consider having your son or daughter, or those of a friend or employee, be the boss of the business for the day. Invite the media to peek in on the fun.

6. Tell your story! Is there a "rags to riches" element of your story? For example, how you went from a laid-off dot-commer to someone who launches her own business and becomes successful. (Hint: the media love "human interest" stories like this.)

7. Be a do-gooder. Put together a project for your local community. Provide free classes and product to inner city youth groups, or other organizations. Host an evening benefit and donate all proceeds to an organization. Good for publicity, good for your karma.

8. Appeal to the problem that your business solves. Write a release on Scrapbooking 101, what damages photos, and what to do about it.

9. Give an award. Give out an annual award that you give out either to someone in the community, or a customer.