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BOULDER – Shinesty — a Boulder-based retail garb employer that has been growing at a quick clip since its launch two years ago– is the focus of a fact TV show on MTV2. Founders Chris White and Jens Nicolaysen started the employer by buying clothes and whacky items at second-hand stores.

Their collection of gadgets consists of Christmas-themed suits and attire, retro ski fits, and adult sports-themed onesies, in keeping with our partners on the Denver Business Journal.

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They and their employees are the celebrities of Shinesty, which debuted on MTV2 Thursday evening. It’s scheduled to air on Thursday at 6 p.m. Mountain time.

Getting featured in your local newspaper is a great way to get exposure for free! In addition to reaching a local target for your niche market, many papers have online versions, enabling you to post the link to the article on your website, blog, etc.

What to do:

1) Decide what you have done that is news-worthy and of local

Are you publishing a book? Organizing a fundraiser or community event? Starting a new business, new location, or offering new services?

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For ideas, look at your local paper for the kinds of printed, long, and short stories. For example, pieces often feature local authors. So, if you have published an eBook or print book, there’s a good chance they will write about you.

The story doesn’t have to be related to your business. The point is to get your name in the paper to be at least a mention of what you do professionally. For example, if gardening is your hobby and they have a gardening section, you can write an article on gardening tips.

2) Write a press release. Be concise, and include key information.

Search the internet for tips if you’ve never written a press release. The paper is likely to be edited content, so don’t be surprised if what you see in print doesn’t match what you sent! Remember the 5 W’s and one H: Who, What, When, Where, Why, and How.

3) Submit the press release to multiple publications.

If you live in a town/city that borders a major metropolitan area, submit to newspapers for both regions. Also, consider any magazines and journals that fit your topic well.

The larger publications have the advantage of a larger distribution. The advantage of the smaller publications is that they may have more time and space for a reporter to do a personal interview with you!

4) Be Patient!

I don’t hear back immediately; the paper may have many potential stories. For example, because eBooks have made self-publishing so affordable, it could take several months to be featured as a local author.

5) Add a published story to your Portfolio.

Remember to maintain a special folder of your accomplishments, training, awards, etc.


Whatever your field of expertise, you can always benefit from free advertising! Your local newspaper is a great avenue to get more exposure and increase credibility. If you don’t think you’ve done anything newsworthy – think again. Look for the entire newspaper, magazines, and journals, looking for connections to things you have done. Send a press release – and you are on your way!

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