ASK AND YE SHALL RECEIVE   (NATIONAL COVERAGE) 

We know businesses benefit from favorable press and TV coverage, especially national coverage. But many entrepreneurs of small business have never taken the steps, or learned how. They may hire a public relations firm who will create a short press release, explaining in a dynamic way, just what a business is all about. These press releases are sent out to the editors at various publications. But there are other, less expensive ways a struggling firm can get quality coverage. 

Here's an example. An entrepreneur read the "What Got You Started?" series in the Financial Post. He phoned and found out the correct editor for that section of the paper. Then, he sat down and wrote a short, engaging e-mail to editor, explaining that he:

1) always read the column and liked it and

2) catered to those who worked in the financial district, the paper's own customers, and 

3) had the kind of business that FIT the newspaper's column and would very much appreciate being reported on. 

The editor relayed the e-mail to the journalist who writes the column and the small entrepreneur wound up receiving national coverage.

Another example:  A small Canadian company wrote a similar e-mail to the Post, explaining how they made household cleaning products that were non-toxic and biodegradable. They tied news of their business to a "hot topic", today's concerns over health and the environment. Once again, a journalist responded, getting in touch with the company.

Further, once the journalist made contact, the entrepreneur went to extra trouble to supply the journalist with whatever was needed, such as digital photographs and other information.

Getting coverage in one publication can lead to publication in others, since those in the news industry also read the news, to find out what's going on and for inspiration to create other news items.

The lesson is:  If you just ask in an intelligent manner, you often receive. Read and watch the news, and if you feel a radio or TV program, or newspaper is talking about things similar to your business, an e-mail costs nothing. Just explain, concisely and in your own personal style, why you feel your business is worth the coverage. *