One of the biggest challenges for many small business owners is getting great free press. Some say that any press is good press. I don’t necessarily agree. However, I think any positive free press is good for business. Getting positive press that you don’t have to pay for is priceless. Ever wonder how some people and some companies seem to have a great press? I don’t mean people who are already famous. I mean local, homegrown people who are “almost famous”, but not quite. They are the ones who are invited to exclusive red carpet events and are included in VIP lists that most people just wish they had access to. These people usually have a great press. The truth is that getting a free press is no secret. It’s a matter of following some simple time-tested strategies to attract the reporters who are knocking on your door. If you’re wondering how you can get free advertising for yourself and your business, I’ve put together a list of 3 easy ways to help you achieve that goal.

1. Identify and interact with national holders. Pay attention to what’s happening on the national news. Stay on top of the top headlines of the day or week and find a way to engage with the story locally. How do the headlines of the day or week impact your community? Don’t necessarily choose a topic as broad as economics. Be more specific. If you are a real estate agent, tell how foreclosures have affected people in your community, highlight statistics, and educate people about the real impact the economy has had on businesses or families in your neighborhood. Reporters are looking for a unique hook or piece of personal interest to make their story captivating and stand out. If you want to attract the local press, you will have to show them a unique way that you have used national news to attract local attention.

An example of using the national news to evoke positive press would be the University of Maine student who made candles and bracelets for Sandy Hook Elementary School families after the senseless tragedy of the shooting. He received local press for his efforts and raised a lot of money for a great cause that had already received national press.

2. Take a position on an important issue. Let your voice be heard. It is important to stand up for something you believe in. Convinced of a new tax rate in your community? Perhaps there will be expansion in the roads or green spaces in your neighborhood. Or maybe there will be a vote on the city budget to increase the police force or fire department in your community. What are the critical issues affecting business owners? Or does that affect your family or livelihood? Whatever issues interest you, write a press release and take a stand on it. A great example of taking a stand on an issue that matters is how actress Jada Pinkett-Smith addressed the issue of human trafficking. This was not always an important issue for her. However, after a conversation with her daughter on the subject, she decided that she could use her voice to take a position. Since Ms. Smith decided to address the issue of human trafficking, she has received tons of positive press for her efforts. You may not be famous, like Jada Pinkett-Smith, but you can very easily have your say on an issue that is important to your community. Research some local figures in your community. What issues do they sensitize to? Surely, if you created an event or raised awareness about a topic that interests other people, you would undoubtedly raise your visibility and get a positive press.

3. Do something to make a difference. One of my favorite John Fitzgerald Kennedy quotes is “One person can make a difference and everyone should try.” Many times we don’t take action because we don’t think our small contribution helps. Sometimes we forget that one person can really make a difference. Here’s one way you can make a difference in your community that can give you positive press: Identify a local charity or cause in your community that you are passionate about. Raise money or raise awareness for that charity or cause. Write a press release or blog a summary of your efforts. Submit your story to the media in your area. You never know, a local newspaper may just be looking to feature a local business that is making a difference in your community.

There you go. Getting the press is not really rocket science. It’s as easy as giving local reporters something of interest that other people want to read or hear. Has this short list of 3 easy ways to get free advertising for your business helped you? If so, write a comment and tell me how you can use these tips in your business.