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Start-up: utilising local media to generate publicity

Start-up businesses-whether aiming to service the neighbourhood or export to the world-should not underestimate the power of the local media in generating publicity.

Suburban newspapers, local radio stations and even community TV stations love a success story in their backyard, so if you can find a local angle to tout your new business, invite the media around to shine the spotlight on your activities.

Local councillors, especially those involved in supporting small businesses are usually happy to launch a new business, product or initiative provided there is a positive angle they can push. The presence of a government identity almost guarantees media coverage.