Wednesday, December 28, 2016

Once again: The expert’s “5 tips” to get your Lake Worth business and/or event promoted in the Post

The “Five Tips”* are below. First, here is a quote from this article in today’s (12/28) Palm Beach Post print edition titled, “Online shopping hurts Lake Worth retailers over holidays”:

“We had days where we were super busy and those when it was really quiet,” said Carrie Childs, a store co-owner [CarriElle's Closet, 9 North ‘K’ Street]. “We should have advertised or done more promotion.” [emphasis added]

For an example how promotion works, on December 16th Post Staff Writer Alexa Silverman wrote an excellent article about “The Cottages of Lake Worth” book signing at the Cultural Council in Downtown Lake Worth. They sold almost 40 books that afternoon! So try contacting Silverman about your business or upcoming event and see what happens: email the reporter at

There are other reporters at the Post who have penned very successful articles about Lake Worth businesses. Have you tried contacting Jennifer Sorentrue?† Jeff Ostrowski? Eddie Ritz? Liz Balmaseda?

Without further ado, from Antonio Fins, the Business Editor, the five tips:
  1. Know whom you want to reach out to, the editor writes, “. . . the trick is reaching to the right journalist.” For example, sending information to a beat reporter may not be the best option. Have you considered a business reporter?† An entertainment reporter?
  2. Who’s your audience? “So, tell us how many followers do you have on Twitter? How many friends/fans do you have on Facebook?”
  3. Local, local, local, “. . . there must be a direct and definite Palm Beach County connection.”
  4. Newsmakers, “Some of the best-read content we produce isn’t on the front page.” For example, per the Business Editor, the “weekly Newsmakers section”.
  5. Video, “So if your business has ‘good visuals,’ drop in a link to some B-roll video that we can attach to the story.”
Think you’re ready to get your business noticed in the Post? Then get cracking. It’s a very competitive business environment:

Last August IN FOCUS: LAKE WORTH” by beat reporter Kevin Thompson was all about “Icy treats” at a gas station located where? In Lake Worth? No. In Palm Springs!

Have questions or need more information? Send an email to the Post’s business editor:

*This information was first published in the August 28th Sunday print edition, ‘D’ section, Local Business, front page above the fold.
Would it be better to contact a dedicated business reporter? Take for example this recent news by Jennifer Sorentrue about a new business here in Lake Worth. For a Lake Worth restaurant review try contacting Jeff Ostrowski: use this link for his latest, most recent review.

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