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FACTS ABOUT WOMEN

Women own 585,000 of the 1.9 million small businesses operating in Australia.

Women own almost half of all home-based businesses and one-third of businesses operating from other locations.

Women setting up business from home is the fastest growing sector of the Australian economy.

46% of women run their businesses from home - a 20% increase in the last five years.

Women make or influence 80% of all purchasing decisions.

Women owned businesses have less external debt, are more profitable and profitable much earlier than those owned by men.

94% of all Australian businesses have an annual turnover of less that 2 million dollars.

Links > Business Articles & Resources > Media & PR >

Perfecting Pitching for Publication

By Catriona Pollard, CP Communications

When we think of getting media coverage for our business we often think that writing and sending a media release is the only way to go. But have you thought about writing an article and pitching it to a publication?

Articles are a fantastic way of getting publicity but they have to be written in a specific way. Many publications welcome well-written articles on topics of interest to their readers. However, they should never be a blatant advertisement or advertorial.

You can write an article that positions you as an industry expert and offers topical, helpful information. Before starting, think about what the readers of the publication you will be pitching it to are interested in.

Topics can include: identify a problem and give a solution, suggest a new approach, describe the lessons learnt from a project and their applications to other areas or even how to do aspects of your business.

For example, I regularly write articles on topics relating to my business such as ‘how to write a media release’, ‘how to develop a PR campaign’ and even ‘how to write an article’!

It is essential the article is written in an objective, informative and entertaining manner. You will be wasting your time and the editor's time if you write anything off topic or promotional.

Get a copy of the publication you want to send the article to and see what type of articles they print and their style. For example, a medical journal will expect very technical information, but a magazine about knitting will want tips, techniques and photos of your knitting projects.

Most publications have editorial guidelines and it is important to take a look at these before sending in an article. This magazine, Working Women, wants articles that help their readers in their personal and business lives. Over 65% of WNA Members run their own businesses, so an article on tips, strategies and techniques that assist in running a business is what the editor wants to see.

Many publications like to publish photos of the article author. If they do, don’t send a happy snap from your family album. Submit a professional photo and by doing this your story will have more of a chance of getting a run.

Other key points include:

n The length of the article. Find out the number of words the editor is looking for and you will have a much better chance of getting published.

n The deadline. Every publication runs to editorial and advertising deadlines and it is essential you submit the article before the deadline.

n Write in short clear sentences, using sub headings, use dot points and bolding to communicate key points.

n Articles are invariably improved by allowing a few days to go by and then returning to your work.

n Proof read and even ask someone else to check it before sending. Other people see things you don’t and their final finesse can turn your article from good to great.

Author: Catriona Pollard
Business: CP Communications
Catriona has 15 years experience in developing and managing public relations and marketing programs. She regularly authors articles on PR and marketing which are published in many business publications. Catriona has won an award in the Public Relations Institute Association Awards for Excellence and holds a BA and a Graduate Diploma in Professional Communication.