Publicity 101 - It's Free!

Publicity is one of the toughest things to get, but can be one of the most beneficial to your company. I've always heard that "any publicity is good publicity." BUT, we've all seen in the recent weeks and months how bad publicity can hurt your image and lead to bad word-of-mouth advertising (think Britney Spears).

For you to get some GOOD publicity, you need to work. It may be free, but it will still take some sweat equity on your part to get noticed and stay noticed by the media. Here are some bullet points for you to consider when developing your marketing plan toward publicity:

• Create a good list of media contacts - Start local. Every city and suburb has local newspaper publications. Get to know the editors and you will begin to see some coverage on your business. You can take that coverage and expand to your larger city newspaper and radio media to gain more exposure for your business. The key is to make relationships and keep in touch with these people offering them stories that their readers want to read.
• Know who your target market is and really zero in on what they're interested in (in relation to the media)
• Write GOOD press releases - Make sure this isn't a advertisement, but instead an informational piece about your company. Are you launching a new product? Did you just make a large donation to your favority charity? Have you hired a new CEO? Tell a story that the media and your target market wants to hear.
• Give speeches to groups - Volunteer to speak to groups about a topic of your expertise. This is a great way to build credibility in your local area.
• Become a teacher in your field of expertise - Contact your local community college or university and teach students about your selected field.
• PSAs - Volunteer to deliver Public Service Announcements for your local media. This can include great TV and radio coverage that you would not normally get.

This type of advertising will take some time and work on your part, but it will pay off greatly in the long run!