Publicity is an extremely important tool and should be given prominence in any marketing plan.

What is publicity?

It’s getting anyone else besides yourself to talk about you (preferably in a good way) and tell about the things you do.

If you can get any of the media in your area to give you publicity it will have a tremendous effect in boosting your business.

You see, publicity is far more valuable than paid advertising in the same media.

Why is publicity or public relations better than advertising?

2 Reasons:

1. Credibility – If you say that your products or services are the best in a paid newspaper advertisement, readers (who know you are advertising to sell your products) will automatically discount what you say.

If, however, a reporter wrote an article about you, the story has built-in credibility because it is seen as the “media” making the statement and is perceived as unbiased. (This is one of the most powerful benefits of publicity)

2. It doesn’t cost anything – One of the biggest expenses for almost any business is advertising. Advertising can eat up much and sometimes all of your hard earned money if your not careful.

Why would any publication want to give you publicity?

They will give you publicity only when they feel it is in their own best interest.

To keep their readers and viewers, publications and broadcasters must give them hot information that they want. This helps them build and keep their audience – which, helps them create higher profit-margins by selling advertising.

If you give the media something interesting that their audience wants to know about, you’re helping them keep their audience and sell more advertising.

Of course, not every editor will see the value of your information but that’s ok because you don’t have to get all the publicity you go after to create a large increase in your business.

You only need a few free articles or stories to generate a substantial increase in your business.

Shawn Meldrum has spent the last two decades marketing everything from almonds to landscape lighting. He currently specializes in marketing for mortgage brokers, loan officers and real estate agents.

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Tags: free PR, publicity, public relations

Step 1: Be a leak-er. The media adores describing events
that are “going” to occur. Use it and use it to its longest
capacity. Don’t jump out too soon.

Step 2: The Slow Buildup. Like a rose, slow gets more
beautiful to people the more it unfolds. It is the way
people expect and are comfortable with, respect it.

Step 3: Recruit natural allies to support your launch and
buildup. Especially, the enemy of your competitors.

Step 4: Bottom-up rollout. You don’t want to jump up to
the roof and yell, people just think you’re crazy. Begin at
the lowest rung on the ladder first. Consider each rung a
media outlet. Each media creates its own momentum, its own
attraction.

Step 5: Listen and Adjust. Be very aware of credible
comments and adjust accordingly. Don’t react but do
respond.

Step 6: Make message modifications. What attributes are
working and build on them. Observe media feedback and watch
for media nosebleeds.

Step 7: Patience. Launch occurs after PR has run its
course, not before. Have a big D-day planned with a massive
approach.

After PR comes advertising and not before. The advertising
handles the conventional hurdle — being popular enough so
people buy. Conventional, people buying because other
people are buying, never comes before credibility.
Credibility is why the most effective brand launching starts
with PR.

(c) 2004, Catherine Franz.

Catherine Franz, a Business Coach, specialized in writing, marketing and product development. Newsletters and additional articles can be found here. An expanded view on this topic, “Brand Building: The Ideal Way” is available in the articles section.

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Tags: publicity, PR launch, tips, public relations

Be familiar with the show or publication. Your pitch should be about how your story will work for them. Don’t do a general pitch (“A story about dog training.”) but suggest the segment the story would be right for, or what makes it right for them.

Don’t take “no” personally. It may be that they have just done a similar story, or they can’t fit it in, or it just isn’t right for them. If you speak with someone, ask if they can suggest another show or publication where the story might work.

If at first you don’t succeed, pitch again. But wait at least a month or two, and come back with a different angle (not exactly the same idea that got turned down).

Many now prefer e-mail pitches to fax. E-mail can be reviewed quickly, and can be easily forwarded to several others in the newsroom. Faxes often pile up unread, but e-mail gets looked at.

Keep your e-mail short and to the point. DON’T send any attachments, as they will be deleted unopened (if they get through at all), but you can include a link to your web site or online media kit.

Online media kits are an effective way for the media to get more information about you. When you send a press release (by mail, fax or e-mail) include a link to your online media kit. The online media kit can include your bio, photos, articles written by or about you, the topics you can comment on, a list of suggested questions (with or without the answers), product fact sheets, and anything else that explains more about you, your products and services, and your topics.

When you e-mail, make your subject line enticing. Using “Hi!” or something else that looks like spam will get it deleted without being read. Start with QUERY: or PITCH: then give a short, punchy headline.

One national TV show producer said that you didn’t need to send tape with your initial (mail) pitch, but another said if you mailed a pitch with no video you wouldn’t be considered. In either case, you will need a video of other TV appearances before you get on a national show, so be on the safe side and send it.

Local media are always looking for local experts to interview on a variety of topics. Send them your bio and credentials and they will keep you on file for the next time they need an expert in your field. Even better, send one or more Rolodex(tm) cards with your topics and contact information.

If your story isn’t right for them at this time, they may save your press release and contact you in the future. Don’t be surprised if you get a phone call weeks or months after you sent your pitch.

Journalists are busy people, and they get hundreds or thousands of press releases and pitches every week. Make your story interesting and make it easy for them to work with you, and you will have an edge.

Copyright Cathy Stucker. Learn more about how you can attract customers and make yourself famous with free publicity here.

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Tags: PR tips, publicity, media relations

Here are five ideas to help you promote your company:

1. Write a column. Go to a local paper, no matter how small, and offer to write a column on your area of expertise or on business in general. Don’t ask to be paid for it, and promise not to promote your company. You won’t need to—your byline, words (and maybe even photograph) will do that.

2. Speak up. Make yourself available to talk to every civic, business and educational group that will have you. Stress your expertise, and, as with the column, never try to sell anything—except your reputation as a knowledgeable, trustworthy professional.

3. Write notes. Include a one- or two-line personal message with every piece of literature you send out. You can even write it on the material. This tactic helps customers see the person behind the company.

4. Be a joiner. Get involved in trade associations. You may spend a lot of time with competitors, but it’s a way to let people know you’re out there, and it will offer you opportunities to sell. In addition, be sure to join networking groups, and local community groups.

5. Be a sponsor. A few hundred dollars gets your company name on Little League caps; a little more, perhaps an ad at a roller rink. Donate money or materials to the local parade or a float. This buys goodwill and is great self-promotion.

So start revving up your publicity campaign today!

Copyright 2004 DeFiore Enterprises

Interested in having your own successful, home based creative real estate investing business? Chuck and Sue have been helping folks start successful home based businesses for over 19 years, and we can help you too! To see how, visit for the latest FREE tips and tricks, educational products and coaching in creative real estate investing and home based businesses.

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Tags: publicity, PR, company publicity, generating publicity

You’re familiar with press releases, right? A press release is a single page of information about your product or service that is sent to a magazine or a newspaper. If selected to be published, it’s printed as a short story and appears as if the magazine or newspaper wrote it. There is no charge for having your press release published by a magazine or
newspaper.

So stick around – find out how you can have your press release published (and your chances are pretty good) even if you can’t write worth a hockey puck.

There are certain criteria for having your press release published, no matter who writes it. First, it can’t sound like an ad for your product or service. Nope, no adjectives. If it sounds like an ad, it’ll be tossed out.
While most editors will make minor corrections so a press release will fit their editorial style, few to none will rewrite your release just to get it in. Editors get their choice of press releases every day, and the ones that catch their eye for publishing are the ones closest to their exact needs – requiring the least amount of editing and rewriting. Most editors know a
good thing when they see it.

Second, your press release must conform to the standard layout style of press releases. This tells the editor that you know what you’re doing in media relations and shows your everyday business practices follow suit.
So when your release is published, editors will be comfortable with the knowledge their readers will get good literature and – if they order – a good product. They can assume their readers will deal with a professional company on a professional level. If your press release lands on their desk with lots of typos and misspellings, it’ll land in the trash next.

Correct layout style means a big header stating “Press Release” at the top, followed by a contact name and phone number so editors can call for more information. Next it needs a kill date after which the press release shouldn’t run. If there is no kill date, state “No kill date” so it doesn’t look like you forgot it. Also, don’t forget to include a 5” x 7” black-and-white photo for increased interest, better readership, and more credibility.

The headline of your release is centered and in bold. Write your
headline with care; it’s this line that will make or break your release. If
it’s a great headline, people will read it — and the rest of the release. If
it’s a poor headline, people will read it – and the other articles in the
magazine. It’s your choice. My recommendation? The Jeff Dobkin 100
to 1 rule: Write 100 headlines, then go back and pick your very best one.

The body of the release follows. Double space, allowing an editor to
easily make corrections between the lines. Leave room around the
margins, too. Make it look easy to read, even if it isn’t. Use short,
descriptive sentences without fluff or excess verbiage. Use a pyramid
style of writing – the most important parts in the first paragraph or two -
because editors know to cut from the bottom.

Terse, concise writing just like a reporter from a newspaper would write
works best. Holy smokes! Did I just say “just like a reporter from a
newspaper would write”? What an idea!

How’s this: suppose you aren’t a strong writer, or you’re too busy with
other activities to write your own release. What do you do? Call the
local newspaper and ask to speak with a reporter. Now, I don’t know
about your area, but newspaper reporters here in Philadelphia don’t
usually make all the money they’d like. When you get a reporter on the
phone, ask if they know of any reporters who’d like an additional easy
writing assignment and would consider writing a press release – for pay.
Chances are better than good that the same reporter you’re speaking
with will go for the chance at easy money. If not, they’ll recommend an
associate on staff.

Go over your product information with the reporter, and add enough of a
benefit summary so they can write a quality release. Ask them to
recommend several different angles and what they think their very best
pitch would be. Then ask what their hourly rate is (usually about $20/
hour). Your release should take about two to three hours of writing time,
if that – and should cost around $60.

Now for the best part. Your reporter can submit your release to the
editor for you. Think about it. The paper’s own reporter writes a press
release – in the newspaper’s exact style of writing – and then hands it to
the editor with his own personal recommendation. Nice package.

So without writing a stitch, you get the release written then handed over
to the editor on a silver platter by a trusted staff member. Your chances
of getting it published are… you guessed it. When it’s printed, you just
received $1,000 worth of advertising for $60. As promised.

©2004 Jeffrey Dobkin

Jeffrey Dobkin author of the incredible 400-page marketing book, How To Market A Product for Under $500 ($29.95), He is also a speaker, and a direct mail copywriter. To order books or speak with Mr. Dobkin personally call 610/642-1000. Fax 610/642-6832.

Satisfaction Always Guaranteed.

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Tags: advertising, publicity, getting more for your money, PR

For hard-core publicity insiders, though, there’s a rhythm to generating coverage, based upon the natural ebb and flow of the seasons. Such an approach can help you score publicity throughout the year, and will help keep your eye on the ball from January through December.

Essentially, a yearlong approach consists of two strategies:

- Timing your existing stories (new product introductions, oddball promotions, business page features, etc.) to fit the needs of the media during particular times of the year.

- Crafting new stories to take advantage of events, holidays and seasonal activities.

Before we run through the four seasons of publicity, a few words about lead time. In this age of immediacy (only a few seconds separate a Matt Drudge or a CNN from writing a story and putting it before millions), it’s easy to forget that, for many print publications and TV shows, it can be weeks — and sometimes months — before a completed story sees the light of day.

The phrase lead time simply refers to the amount of time needed for a journalist to complete a story for a particular issue of a magazine or episode of a TV news program. For example, a freelancer for an entertainment magazine may need to turn in a story on Christmas movies by September 15. That’s a lead time of three months, time needed for the editor to review and change the piece, the issue to be typeset and printed and distributors to place the issues on newsstands before December. Lead time can range from a day (for hard news pieces in newspapers) to a few days (newspaper features) to a few weeks (weekly magazines) to many months.

The longest leads are the domain of “women’s books” like Good Housekeeping and Better Homes & Gardens. These publications often have a lead time of up to six months, which means they need information for their Christmas issues as early as May!

Here’s a tip to help you discover the lead time of a particular publication you’re targeting: call the advertising department of the publication and request a media kit. Since advertisers need to know when their ads must be submitted, each issue’s lead time is clearly stated in the media kit.

Factor the lead time into your planning as you look over the following sections. If you have a great story idea for Rolling Stone’s summer issues, you need to be on the ball well before Memorial Day.

The Four Seasons of Publicity:

First Quarter: January – March

What the Media’s Covering: Early in the year, the media is looking ahead. It’s a great time to pitch trend stories, marketplace predictions, previews of things to expect in the year ahead, etc. If a new President is being inaugurated, you’ll see lots of “Will the new administration be good for the (textile/film/cattle ranching/Internet/…or any other) industry?” types of pieces. This is a good time to have something provocative, or even controversial, to say about your industry.

The media also likes this time of year to run “get your personal house in order”sorts of pieces. Tax planning, home organizing, weight loss, etc. Anything that’s geared toward helping people keep their New Year’s resolutions can work here.

Key Dates and Events: Can you come up with a story angle to tie your business into an event that typically generates lots of coverage? Put on your thinking cap — I bet you can! Here are some key events during the First Quarter: Super Bowl, NCAA Tournament, Easter, The Academy Awards.

Second Quarter: April – June

What the Media’s Covering: An “anything goes” time of year. With no major holidays or huge events, April is a good time to try some of your general stories (business features, new product stuff, etc.) Light, fun stories work here, as a sense of “spring fever” takes hold of newsrooms (journalists are human, you know. They’re just as happy winter is over as you are and it’s often reflected in the kind of stories they choose to run.). As May rolls around, thoughts turn to summer. Now they’re looking for summer vacation pieces, outdoor toys and gadgets, stories about safety (whether automotive or recreational), leisure activities, things to do for kids and so on.

Key Dates and Events: Baseball opening day, tax day (April 15), spring gardening season, Memorial Day, end of school, summer vacation.

Third Quarter: July – September

What the Media’s Covering: The dog days of summer are when smart publicity seekers really make hay. Folks at PR firms are on vacation, marketing budgets are being conserved for the holidays and reporters are suddenly accessible and open to all sorts of things. Get to work here, with creative, fun angles. Entertainment-themed pieces do well in the summer, anything with celebrities works, lighter business stories, new products, trend pieces, technology news, back to school education-themed articles, you name it. Reporters are about to get deluged once again come September, so use this window of opportunity wisely.

Key Dates and Events: July 4th, summer movies, summer travel, back to school.

Fourth Quarter: October – December

What the Media’s Covering: The busiest time of the media calendar, the Fourth Quarter is when the business media turns serious and the lifestyle media thinks Holidays, Holidays, Holidays. Business angles need to be hard news. Fluffy trend pieces won’t cut it, as business editors begin to take stock of the state of the economy and the market. It’s a tough time to put out a new product release. For the non-business media, think Christmas. Christmas travel, Christmas gifts, Christmas cooking, whatever. If you have a product or service that can be given as a holiday gift, get on the stick early.

Nail down lead times for the publications you’re targeting, call to find out who’s handling the holiday gift review article and get your product in the right person’s hands in plenty of time –along with a pitch letter or release that makes a strong case about how what a novel, unusual or essential gift your product makes. After Christmas, you have a brief window for “Best of the Year”, “”Worst of the Year” and “Year in Review” pieces. Be creative — the media loves these things.

Key Dates and Events: Labor Day, World Series, Thanksgiving, Hanukkah, Christmas, New Year’s Eve.

Bill Stoller, the “Publicity Insider”, has spent two decades as one of America’s top publicists. Now, through his website, eZine and subscription newsletter, Free Publicity: The Newsletter for PR-Hungry Businesses, he’s sharing — for the very first time — his secrets of scoring big publicity. For free articles, killer publicity tips and much, much more, visit Bill’s exclusive new site.

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Tags: Publicity, PR, year round, public relations

They research and compile editorial calendars from publications that are pertinent to their client’s business.

You should too.

What’s an editorial calendar?

Editorial calendars are schedules of what topics a publication plans for cover for a particular month. For example, the INC. editorial calendar for July 2003 states that they’re writing an article on various business services.

Bingo!

If you feel that you can contribute to this particular topic, call or email the editorial department at INC. (try to “speak” to the managing editor) and find out who (which reporter) has been assigned to write the story. Email or call the reporter and explain how you can contribute. It’s that simple — it takes less time than writing this article – and is much more effective than blast-faxing a garbage bound press release to inappropriate reporters.

Final thoughts: Many publications post their editorial calendars on their Web sites — usually they’re found in their advertising media kits. Otherwise, contact the publication’s advertising departments and ask for a calendar. Check for editorial deadlines – many publications work 6 months in advance.

Bill Stoller, the “Publicity Insider”, has spent two decades as one of America’s top publicists. Now, through his website, eZine and subscription newsletter, Free Publicity: The Newsletter for PR-Hungry Businesses, he’s sharing — for the very first time — his secrets of scoring big publicity. For free articles, killer publicity tips and much, much more, visit Bill’s exclusive new site.

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Tags: PR, Public Relations Tools, publicity, editorial calendars