In the town of 13,000 where I work, there’s a stockbroker/investment advisor whose name appears regularly in the big-city daily published 100 miles south. That paper covers essentially the entire state, and it circulates widely where I live and in the bigger cities within an hour or so.

Now, this broker (let’s call him Fred) is likely no better or worse than the hundreds of other brokers scattered around the area. And yet, often, when business reporters from the big-city paper are doing a story about stock market trends, they call Fred. They could call any number of brokers right there in the big city, yet they call Fred. And Fred gives an opinion on what he sees happening in the world of stocks.

Hundreds of thousands of readers see those stories and see Fred and his company mentioned. So one can only guess that Fred gets business out of it.

But why do those reporters call Fred? Simple: Because once upon a time he made the effort to get to know a couple of them. And when they call, he always drops what he’s doing and talks to them. As a result, he gets publicity and wins recognition and respect far out of proportion to the sheer size of his business.

How’s your profile?

What has this to do with you? Well, how would you like to be seen as the go-to expert on any subject in your community related to onsite systems and their installation and maintenance? Wouldn’t that be a nice addition to your marketing program?

Now, I’ll admit, many more people are interested in trading stocks than in building and caring for septic systems. And much more is written about stocks and investments than about backhoes and aerobic treatment units.

And yet, onsite systems are an important part of the landscape in rural communities served by weekly papers and small dailies and local news radio stations. There will be times when a newspaper or radio reporter is working on a story that touches on your profession. And chances are they’ll be looking for reliable sources of information. You can be one of them.

How do you go about it? It’s easier than you might think. You simply have to devote a little time and be willing to shed the low profile that many small businesses, perhaps notably onsite businesses, seem to prefer.

Step into their shoes

To see how this works, it helps to understand news reporters. They’re often young and inexperienced. They have to write about almost every subject imaginable, yet they are experts on none, or very few. So when they need to write about an unfamiliar topic, they have to rely on experts.

That’s where you come in. Getting to know them is not quite as simple as stopping in, saying hello, and handing them a business card — although that can be a good start. You’ll need to earn their confidence by offering them unbiased, useful information.

Reporters aren’t interested in talking about how big or wonderful your company is, or how long you’ve been in business, or what generation of the family business you and your son or daughter represent. If you want to talk about that, visit the ad department.

But suppose some issue related to your business starts making news around town. Suppose for example that the county is talking about a new mandatory septic system inspection ordinance. There’s an opportunity to call the reporter who’s writing the stories and share some information about onsite treatment.

Being a resource

First find out when the reporter’s deadline is, and call at some other time of day. Or start by dropping an email (many papers print reporters’ addresses along with their bylines). Offer to provide a little extra insight into the issue — why it’s important and what it means to homeowners.

Assuming the reporter is willing to listen, you don’t want to start trumpeting all your wonderful services. Just talk objectively about onsite treatment — why it’s important, how regular inspections can be beneficial, what an inspection involves, how much it typically costs.

Expect to get maybe five or ten minutes of the reporter’s time. Stay longer if he or she is interested, but don’t over-stay your welcome (these are very busy people juggling many priorities at once).

If you provide interesting information that helps a reporter develop a story that informs the community and earns praise from an editor, you’re on your way to becoming the first person that reporter calls on any issue related to your profession.

If and when he or she does seek you out again, stop what you’re doing and take the call. Now you’re on your way to building a relationship that will elevate your stature in the community and help you stand out from all your competitors. Just like that small-town stockbroker named Fred.