Don’t be shy! Media coverage for small business

I was thinking about the opportunities that present themselves to small business owners who either don't see the potential or who are too afraid to back themselves to run with a great opportunity to take on the role of "expert" in the media.

For big business, seeking media coverage is a natural option. Sending information to the media about products or awards, or aligning themselves with the latest topic of conversation is second nature. But, with big business you're dealing with a more anonymous beast touting the accolades of their business. And that's exactly what it is, business. It isn't personal at all, in general.

When small business and solo enterprises think about media coverage, it's a little bit more personal because, for the most part it's essentially all about them. I wonder how many small business owners don't consider PR as an option for this reason. "I'm not an expert, who'd want to listen to my opinions over those of a big corporate CEO?"

And, let's face it. Talking to journos, going for photo sessions, being interviewed on the radio or TV, especially when you're not representing a faceless corporate organisation, is totally out-of-comfort-zone stuff.

But, journalists are always on the lookout for an interesting story, especially if it links to topics of interest that are the current daily yarn. You only have to check out SourceBottle on a daily basis (actually, you really should be checking it out on a daily basis - without fail) to see how many opportunities there are.

And, with some creative thinking, you can be involved in a story that will promote your business without seeming to bignote yourself if you're not that way inclined. Rather than appearing as an expert, you can be a representative of current small business opinion in a particular area that allows your expertise to shine through in a more relaxed way without any expectations.

Even if you're the kind of person who prefers to stay in the background, raising the profile of your business by appearing in the media is something that you should seriously consider, the rewards far outweigh the few moments of fear or discomfort you might feel along the way. Come on don't be shy!