Three Keys of a Successful Media Strategy For Small Businesses

Running a successful small business requires a disciplined focus on how you spend your time and your money.

A media strategy is no exception. In fact, resource management is built into how success metrics are measured in the Impact Media Strategy.

There are no guarantees with PR. But there are key questions you can ask to get the greatest return on your investment.

Question #I: Does the scale of the media exposure match my business needs?

A local restaurant does not need national media exposure to attract business. If your focus is on driving sales, concentrate resources on local media: where are people making consumer decisions on where to eat dinner.

But if the head chef won a reality TV cooking show and has some name recognition, this has broader interest. Major media exposure benefits their brand, opening up other opportunities: franchising, product development, cook books, etc. In this case, major media exposure is worth the investment because it can open up other income streams.

Question #2: Do I have something of value to say?

Media runs a spectrum, ranging from ads to editorial. If your thought leadership and executive presence can contribute to news stories, you have material journalists are looking for.

With the right approach you could become a regular news contributor by showing up as an expert source in news stories. These positions aren't paid, but the trust and credibility that comes from appearing as a news source can speed up the client journey.

Question #3: Do I have systems and a team in place that would allow me to be a subject matter expert?

Here is a huge misconception people have about my work and how it fits into their business strategy.

I coach entrepreneurs and executives to become sought- after subject matter experts. Your expertise cannot be outsourced because it is the unique combination of everything you have learned and experienced.

Hiring a publicist or PR firm to do this for you will limit what you ultimately share, because that work is transactional. They write pitches and key messages based on what they think media will cover. This is table stakes. But when you do the inner work with me, you'll uncover ideas and angles media will love - and they haven't been covered yet.

This is trajectory-shaping work when it's done right. The deeper you share of your own expertise, the brighter your brand will shine.