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 additional ways to make your business or service newsworthy.

10. Surprise them. Many media have no idea that scrapbooking is such a huge, growing industry. A press release proclaiming "Scrapbooking Grows to an Estimated $2.8 Billion a Year Industry in 2003" will get noticed - by both the lifestyle and the business editors.

11. From tragedy comes triumph. Has your business survived a tragedy and came out glowing? For example, have you triumphed through illness, fire, theft, the economy, etc.? Another great human interest story!

12. The power of 10. Create a top 10 list about anything involving scrapbooking. For example, the 10 best things about preserving memories, or 10 ways to take better photos.

13. Throw a customer appreciation theme party and invite the media. Think of a "theme" such as a magic show, fiesta, luau, or a little-known holiday.

14. Be a do-gooder, part 2. Try closing down your business for one day and dedicate the day to charity work. If you have staff, let them join in. Your release should highlight the fact that you're closing down to help the less fortunate.

15. From the past to the present. Is there any way you can tie your business in to something that took place in the past? Did something happen locally that is somehow tied in to scrapbooking? (Think photographs, genealogy, cameras, etc.) Check your library, or do a search online.

16. Happy holidays! Tie your business in with holidays and observances. For more information, see one of our best selling books, Month By Month Marketing For Your Scrapbooking Business.

17. Piggyback off a national story. Is your business thriving despite the economy? Write a topical news release involving national events.

18. Be the first! Is there anything you can claim that your business did first? Maybe you're the first store in the area to offer free delivery. Or perhaps you're the first event organizer who sponsors International Scrappin' tours to other countries, where participants can take photos, scrapbook, and visit scrapbook stores. (There's your free business idea, compliments of us - whoever actually launches International Scrappin' will be a huge success!)