NEWSLETTERS - Your business IS news: Promoting rent-to-own in the local media

Your business IS news: Promoting rent-to-own in the local media

"Tiger" John Cleek got more than he bargained for when he tried to promote his company's store of the month in the local newspaper.

Cleek, who owns nine Cleek's Lease or Own stores in Missouri, had intended to buy a display ad in the Boonville Daily News, congratulating the staff of his Boonville store. However, the newspaper had something else in mind.

"What amazed me was when we called the newspaper to place the ad, they treated it like business news and put in our photo and write up at no charge," Cleek says.

What he got was an eighth of a page photo of his winning staff, complete with a descriptive cutline identifying the staff, the contest criteria and the number of stores owned locally by Cleek. (see photo)

Booneville Daily News covers Cleek's Lease or Own.

"We are going to try this next month in whatever market the store of the month is in," Cleek says. "We are willing to pay for it as an ad, but to be treated as business news was refreshing."

As the rent-to-own industry continues to make high profile national public relations gains through its Computers for Kidz initiative, Annual Scholarship Award and Disaster Relief program, APRO Public Affairs Director Richard May reminds rent-to-own dealers their everyday business happenings are highly desirable by local news media.

"The progress the rent-to-own industry has made over the past two decades provides a very compelling story for a business reporter," May says. "And owners need to take a new look at approaching the media. It's already proven it's worth the coverage in your local paper."

May encourages rent-to-own dealers to identify business reporters in the communities where their stores are located and make contact. At smaller newspapers, one or two reporters may cover all area news beats, so don't get hung up on titles. The important thing is to let the reporter know that you have some local news you would like covered.

According to APRO's media monitoring data, there are three top stories bound to get the attention of the local newspaper:

1. Store openings
2. Store anniversaries
3. Business involvement in the community

If local dealers have or expect news in any of these areas, they are encouraged to give the local paper a heads up.

May notes the biggest factor determining local coverage is the size of the market in which a store is located. Smaller markets have less competition for "business news" space whereas larger markets require more creativity to get noticed.

For more public relations tips on how to promote your business locally, contact Richard May at 800/204-2776 or by e-mail.

mevans@rtohq.org