If you're looking for publicity for your business, it's important to establish yourself as an expert in your field. Whether this is repairing jackhammers or creating balloon bouquets, there's probably something you know that someone else doesn't. This is especially true for the small- or home-based business owner. After all, your company started with you, right? And there was a reason you began this business building effort. There's a story in itself that probably deserves to be shared with your colleagues and customers...and potential customers!
Being quoted in pertinent situations (whether they are pieces written by the local newspaper or being on Oprah as the next hot entrepreneur) can go a long way in spreading the word about both you and your business. However, it's important to be prepared for an interview. First of all, if you are the primary contact for your business, you must make yourself available to the press. I admit it; I'm the type that hates to answer the phone. So email interviews work quite nicely for me, thank you very much. I also much prefer the opportunity to think clearly and edit myself before hitting “send”. But there's a lot to be said for picking up the phone when it rings; that writer who just wants a quick opinion or pull quote is likely to move on to your competitor for a comment if s/he can't get you. Remember that you only matter to the journalist when s/he needs you. The story of your up-and-coming business is most interesting to you. It is up to you to keep that passion alive and share it with those who are interested while they are still focused on you. In a split second it can be gone, so take advantage of each moment and contact you make.
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