So you’re a small business owner and the thought of having to market yourself in the media is just something you wish you could afford at some point down the road when business is booming and world hunger has ended. In other words, advertising can be overwhelming in more ways than one.

In addition, today’s media shift from traditional to instant digital access of news and information has made consumers less trusting. In fact, a recent study by Forrester revealed that 88 percent of consumers say advertising has little to no influence on them when making purchase decisions. So who and what do consumers trust? According to the 2017 Edelman Trust Barometer, 65 percent of consumer trust lies with academics, analysts, journalists, and other experts. Basically, they trust earned media.

Here are three simple ways to get your company some trusted coverage:

1. Be a subject matter expert

If you are an expert on a topic that is relevant and timely to what is circulating in the news, chances are there’s a reporter that is looking for someone like you. People, even journalists, trust professionals and experts that are knowledgeable on a certain topic. Your insights are valuable to a story’s credibility.

2. Give back (and let people know about it)

The Albuquerque Journal’s “Pitching In” section highlights charitable giving and good works by local companies. John D. Rockefeller, one of the world’s most successful businessmen and philanthropist, once said, “Next to doing the right thing, the most important thing is to let people know you’re doing the right thing.”

3. Jobs, jobs, jobs

If your company is adding jobs to the economy or if you recently made an important hire, there’s a place for you in the Albuquerque Journal and Albuquerque Business First. Both papers are always looking for stories related to economic impact. In fact, the Albuquerque Journal has a section (Briefcase) specifically for new hire announcements.

About the author: Lily Quezada is the director of public relations for The Garrity Group. In laymans terms, she is the guru of “free buzz”!

Published April 3, 2018