I often hear from small business owners and solopreneurs that the reason they don't do PR is because they don't have any news. I get it. When you're a one-person operation you may not have much actual NEWs. But just because you haven't launched something new, or opened a new office, or introduced a new service or won an award, doesn't mean you can't get publicity.
There is a very simple thing you can do (and should do) every day to find press opportunities. Are you ready for it?
Follow the news.
Simple right? It doesn't have to be a physical paper that you read. You can put the radio on while you're eating breakfast, watch breakfast TV news, scan the online versions of the daily papers or industry blogs, set up an RSS feed to your favourite news sites. Whatever it is, make sure you know what the major stories of the day are.
Because when a story breaks - anything from a political scandal to a health related story to a celebrity divorce - that becomes the news of the day. Journalists will be looking for day 2 stories, supporting insight, expert commentary or personal experience that links to that news. If something similar happened to you or you happen to be an expert on the topic that's in the news, that's an opportunity for you to get in touch with the press and offer up your story or expertise.
It's called Newsjacking. You hijack the current news of the day by inserting your expertise, experience or opinion to help journalists flesh out their stories.
How to do it
Proactive PR stories that you create are brilliant, but they take much more time and effort and often have a lower success rate as you have to convince a journalist to write about it. Injecting your expertise into a breaking story that the press are already writing about will give you far faster and better returns.
If you'd like to learn more about getting publicity for your business, check out Publicity for Solopreneurs.