The local college football team gets press, even if there is nothing much to cover. Your small business can have a much tougher time if you try to approach media the same way big organizations do. Media is almost entirely owned by large conglomerates and staffed by media pros who have never worked in a small business. This all changes, though, if you offer good information or advice that will be helpful to the media outlet's audience. Newspapers love it when a tax expert offers tips around tax return time.
Radio stations get a big kick out of anyone who can keep their audience laughing.
Let's focus on you as the media savvy expert. This is without question the best strategy for consistently getting your small business in the media. Start by taking inventory of the areas you are, or could become, an expert in. Think in terms of the kinds of information a general audience would find interesting, helpful, or moving. If you have a day care center, make a list of ten ways tired parents can keep an energetic youngster entertained and learning.