Getting your business noticed by influential media outlets can dramatically boost your visibility, credibility, and growth potential. One of the most prestigious business publications in Western New York is Buffalo Business First—a platform that highlights success stories, innovative companies, rising leaders, and major economic trends in the region. If you’re a business owner or entrepreneur in Buffalo or surrounding areas, being featured in this publication can open doors to new opportunities.
But how exactly do you get your business in the spotlight? It’s not about luck—it’s about strategy, preparation, and persistence. In this article, we’ll explore actionable steps you can take to increase your chances of being featured in Buffalo Business First, while also strengthening your brand’s media presence overall.
Why Being Featured in Local Media Matters
Before we dive into how to get featured, let’s consider why it matters in the first place.
1. Builds Credibility and Trust
When your business is covered by a respected media outlet, it instantly boosts your credibility. Third-party validation shows potential customers, investors, and partners that your business is legitimate and worth their attention.
2. Expands Your Reach
Local publications like Buffalo Business First have a highly engaged audience of business leaders, decision-makers, and influencers in the region. A feature can expand your network and attract new opportunities.
3. Improves SEO and Online Presence
Media features often include backlinks to your website, which are great for search engine optimization (SEO). They also give you content to share across your digital channels.
4. Attracts Talent and Partnerships
People want to work for and with companies that are making headlines. A media feature signals that your business is growing, innovative, and active in the community.
Understanding Buffalo Business First’s Audience and Focus
To increase your chances of getting noticed by Buffalo Business First, it’s essential to understand what kind of content they publish and who their readers are.
What They Cover
Buffalo Business First focuses on:
- Business growth and expansion
- Industry news (real estate, finance, tech, health care, etc.)
- Profiles of entrepreneurs and executives
- Awards and rankings
- Economic development in Western New York
Who Their Readers Are
The readership includes:
- Business owners and executives
- Economic developers
- Professionals in real estate, finance, law, and tech
- Entrepreneurs and startups
Understanding this context will help you craft a more relevant and appealing story.
Get Your Business Featured
Build a Newsworthy Angle
Media outlets don’t exist to promote your business—they exist to tell compelling stories. So before you even pitch, ask yourself: What makes your story worth telling?
Here are a few examples of newsworthy angles:
- A major business milestone (launch, expansion, merger)
- Unique product or service innovation
- Significant funding or investment round
- Community impact or local partnerships
- Awards or recognition
- Thought leadership or trend insights
Pro tip: Think about how your story connects to broader trends or challenges in the local economy.
Develop a Strong Media Kit
A media kit can make it easier for journalists to cover your story. It should include:
- A well-written press release
- Company overview and history
- High-resolution photos and logos
- Bios of founders or executives
- Key statistics and metrics
- Testimonials or case studies
Organize everything in a shared folder or on a press page on your website.
Identify the Right Reporter or Editor
Rather than sending a generic email to the publication, take the time to find the right contact at Buffalo Business First. Use the website to look up reporters who cover your industry or type of story.
LinkedIn and Twitter (now X) are also great platforms to find and follow reporters. Pay attention to what they write about, and tailor your pitch accordingly.
Craft a Compelling Pitch
Your pitch should be short, clear, and tailored. Avoid buzzwords or salesy language. Instead, focus on why your story matters.
Here’s a simple pitch structure:
- Subject line: Use a concise and attention-grabbing headline.
- Opening paragraph: Introduce yourself and the core idea.
- Middle: Provide relevant facts, context, or data.
- Closing: Offer an interview or more info and include your contact details.
Example:
Subject: Buffalo Startup Launches AI Tool to Support Local Health Care Providers
Hi [Reporter Name],
I’m [Your Name], founder of [Company Name], a Buffalo-based tech startup. We recently launched an AI-driven platform that’s helping small health care clinics streamline patient intake—saving them time and cutting costs by up to 30%.
We’re currently working with three local providers and recently closed a $250K seed round from local investors. I’d love to talk with you about how we’re innovating in Buffalo’s health tech space.
Thanks for considering,
[Name + Contact Info]
Step 5: Be Available and Responsive
If a journalist shows interest, be quick to respond and make yourself available for interviews. Provide additional data, photos, or quotes promptly to help them meet deadlines. Media moves fast—don’t keep them waiting.
Alternative Ways to Get Noticed
Even if your pitch doesn’t immediately land a feature, there are other ways to get your business on Buffalo Business First’s radar.
1. Apply for Awards and Lists
Buffalo Business First offers numerous awards and rankings, including:
- 40 Under 40
- Fastest Growing Companies
- Women of Influence
- Best Places to Work
- Corporate Philanthropy Awards
Research the criteria and nominate yourself or someone in your company when applicable.
2. Attend and Sponsor Events
The publication often hosts networking events, panel discussions, and award ceremonies. Participating in these events not only builds relationships with their staff but also with other local leaders. Sponsorship opportunities also increase your visibility.
3. Contribute Thought Leadership
While not as common, some business journals accept guest op-eds or columns from industry experts. If you have a unique viewpoint or data-driven insight, pitch it as a thought leadership piece.
Maintaining Momentum After a Feature
Getting featured is only the beginning. To maximize your visibility:
Share the Coverage
Post the article across your social media channels, website, and email newsletter. Tag the journalist and publication to increase engagement.
Use it in Marketing Collateral
Add media mentions to pitch decks, proposals, and press kits. It enhances your brand authority.
Stay in Touch with Journalists
A single story can evolve into an ongoing relationship. Keep reporters updated with relevant developments. But don’t overdo it—only reach out when you have something truly newsworthy.
Common Mistakes to Avoid
To improve your chances, steer clear of these common missteps:
- Spamming reporters with irrelevant pitches
- Using a generic email with no personalization
- Focusing too much on self-promotion instead of story value
- Failing to follow up
- Not preparing for interviews or media inquiries
Remember: Journalists are looking for great stories, not ads.
Final Thoughts: Turn Visibility Into Opportunity
Being featured in Buffalo Business First is not just about vanity or recognition—it’s a strategic move to grow your business in one of the most vibrant economic regions in New York State. By understanding the publication’s focus, crafting a compelling story, and engaging with the media thoughtfully, you can position your business as a leader in your industry.
Ultimately, media coverage is about relationships, relevance, and readiness. Build those relationships now, stay relevant by doing meaningful work, and be ready when the spotlight comes your way.
Your story might be the next one to inspire, inform, and ignite Buffalo’s business community.
