The Art of Publicity »

July 3, 2009

2

The secrets of getting exposure for nothing


Publicity, versus advertising (i.e. space in a magazine or newspaper, or 30 seconds of airtime), is a practical marketing tool in any economy and even more so in a tough economy. Any small business owner trying to stay visible while keeping expenses low should consider publicity now more than ever.


How to work the media


You can pitch and land a story by understanding how the members of the media make decisions. They are not experts, they interview experts like you. And they do this according to a deadline approaching and a news void to fill. Your task is to convince them your story is worthy of filling that void.


As business owners you should be eager to share your successes with the media. If you approach the media well prepared you’ll have a higher success rate.


Start by creating some publicity objectives. Do you want to promote your industry, or simply build awareness of your business? Perhaps you want to help your community understand the value of using an online professional. Publicity can also counter misconceptions and build credibility. But ultimately, it can add to your bottom line.


Then consider your audience - who you want to reach. Potential customers? Policymakers? How you define your audience will determine how you select the media to pitch.


Now consider your objectives and audience to determine your key message - two or three points you want your target audience to remember. Keep these messages brief, conversational (don’t add any industry jargon) and tie them to your objectives. Repeat these messages over and over during an interview and in any written marketing communication. The more you repeat them, the more likely they’ll be covered in the story written about you and your business. Metaphors also make a story more quotable - use them whenever possible.


Types of publicity


So what kind of publicity do you want? Do you want to become a story source? Do you want a feature about your business? Do you want to announce something new about your company? Regardless of the type of publicity you’re seeking you should always track stories in your industry: What topics are being covered? Who’s being quoted? What days do the stories run? Which reporter writes them?


To become a story source, identify the most appropriate reporters for your business. Gather reporters’ contact information and make a five-minute introduction call. Tell them about yourself, your experience and your company. Let them know you’re available for comment on future stories. And, most importantly, stay in touch. Call them after you’ve noticed a story of interest. Share industry observations often. Build a reputation with them.


News stories often come about from news releases sent to the media. Inviting media to cover or publicize an event is best done through a media advisory describing the event, and listing the date, time and place. Distribute your news story to any and all media reaching your audience.


Feature stories are the best form of publicity. They take an in-depth look at your company, or industry trends that your business takes part in. Pitch to reporters you know. If your story has visual appeal, you may want to consider approaching TV. Your topic will need to be explained in the abbreviated time allowed for TV segments.


If there is an urgency to your story, pitch to newspapers, television or blogs since monthly consumer magazines work four to five months in advance.


Get ready to pitch


Once you’re ready to pitch, write a convincing, noncommercial pitch. Explain why the target audience will enjoy your story. What will the audience learn? What trend is highlighted in the story? And most importantly, include your key messages. You may also suggest possible interview sources and visuals to use such as photos, graphs and charts. Include a few low-resolution pictures and indicate if high-resolution pictures are available. Proofread your pitch. Then after a few days call the reporter with any additional information that may make the story more intriguing. If your story is declined use their feedback to revise your pitch for the next person.


After your story runs, evaluate your success. Did the story include your key messages? Did you receive an increase in potential customers, sales or website visits?


In the end, you’ll quickly find that publicity brings enormous visibility, minus the costs of advertising. In today’s economic times you just can’t beat that kind of return!


Copyright © 2009 The Virtual Professionals


Tiffanie Tillman is the founder and CEO of The Virtual Professionals - A Virtual Assistant Staffing Company, specializing in Internet marketing, online administrative assistance, website & blog content management and many more services. For several years Tillman has worked with clients in all types of industries. Her teams, consisting of hundreds of virtual assistants and professionals, have varied skill-sets and professional backgrounds. To reach Tillman, call 1.800.804.0476, send an e-mail to tiffanie@thevirtualprofessionals.com or visit her website at www.thevirtualprofessionals.com .



[Wanna use this article? Cool with us! Just be sure to include the bio box above at the end of the article.]