


by Mary Oquendo

It was free publicity in the form of an article in my local paper featuring me and my business that kicked off my mobile grooming business in 2002. Years later, it was still acquiring me new clients. One owner saved that article because she knew she would get a dog down the line when she was out on her own after college. I couldn’t assign a dollar value to that type of advertising, and it didn’t cost me anything.



It was free publicity in the form of an article in my local paper featuring me and my business that kicked off my mobile grooming business in 2002. Years later, it was still acquiring me new clients. One owner saved that article because she knew she would get a dog down the line when she was out on her own after college. I couldn’t assign a dollar value to that type of advertising, and it didn’t cost me anything.
In addition to press releases for print and online publication, there are also radio and TV interviews. But let’s start with a well-written press release, as it’s the easiest of the three. I do want to emphasize well-written. If an editor has to do any work on it, it’s more likely to end up in the trash. Elements of a good press release include keeping it businesslike. Leave out the adjectives and adverbs—just the facts.
Here is an example of a new-hire press release:
Created: (Date)
(Name of business) hire (name) as (job title).
(Name of business) is pleased to announce the addition of (name) to the (name of company) team. (Name) brings (list skills and qualifications).
(Quote by new hire on why they want to work there.)
(Any change to offered services, schedules or types of animals seen due to this new hire should be mentioned in this paragraph.)
(The last paragraph is on the business and what it brings to the community.)
Groomer Susy Scott shares her story of how she got free radio airtime to promote her business: “I was grooming the host of a radio show’s friend’s dog and was invited to guest host. We would talk about a subject chosen by the host, then we would take an ad break and come back and answer live questions for the better part of an hour. I got lots of feedback from people who heard me on the air. I would have continued guest hosting, but they canceled the show after my third appearance.”
You can also submit ideas to TV and Radio shows. Submission parameters are usually on their websites. Media professionals can help you with this as well. And websites, such as qwoted.com, can connect you with the media.
Groomer Nicholas Smith shares some tips on getting your story picked up: “We essentially have a public affairs/media relations department that sends story proposals to stations to see if they’ll bite to pick them up. You’ll need to get advice at getting their attention though, because producers get hundreds of emails every day with story proposals.”
Sometimes it’s just about being in the right place at the right time. Groomer Kate Klasen shares how she was able to get her business in front of TV viewers: “I gave a presentation, and someone in the audience worked for the TV station and wanted me to do it.”
While it can take some work to get the attention of the correct person, anyone who has been highlighted by a newspaper, TV channel or radio station will tell you that it’s been a game-changer as far as reaching new clients.