Spread the Word

Search every media nook and cranny to generate the kind of free publicity that will bring more customers to your front door

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Every business needs a cost-effective way to keep their name and services in front of prospects and existing customers. For many business owners, publicity is the key to recognition and awareness. When done correctly, publicity develops your name recognition, gives your business instant credibility, and ultimately leads to increased sales. And best of all, publicity is absolutely free.

Publicity can come in many different forms. It can be as simple as having your service reviewed by a blogger or as dynamic as having your company’s name splashed across the headlines of a magazine or newspaper. Unfortunately, because of myths that shroud the concept of publicity, many business owners fail to seek it out.

Before you can get your business the publicity it deserves, you need to separate public relations facts from fiction. Below are the most common publicity myths and the truths behind them.

I need to own a ‘big’ business to get the media’s attention.

While it’s true that big business names are common in magazine and trade journal articles, the fact is big business makes up a small percentage of the American economy. Most readers know the big business names, but they often can’t identify with them or their challenges. That’s why many magazines and trade journals are eager to hear the opinions and perspectives from owners of small and medium-sized companies. So whether you’re a solo entrepreneur, a franchise operator or a family business owner, find out what the reporters want and then enthusiastically give your slant on the topic.

My business will be a household name from one big hit.

Getting mentioned in or interviewed by a major national publication with a million readers is certainly impressive. But will such a stroke of luck make your business a household name? Not likely. To become a household name, you need to develop “top of mind awareness.” That’s when people in your market think of you first to fulfill their product or service needs. It’s when customers and prospects say, “I’ve seen your company everywhere.” The only way to become a household name is through constant exposure, not just one big media placement.

I need to use big words to impress the interviewer.

In most cases, the person interviewing you and the publication’s readers are not well-educated about your industry. Therefore, they need the information you give them to be understandable to a layperson. It’s best to avoid speaking with industry jargon or using technological terms. Instead, speak as if you were explaining something for the first time. The simpler you can make your information, the better your chances of being quoted as the expert source.

I need a unique theory or insight.

While you don’t want to rehash old news, there’s no need to rack your brain for a totally new theory or perspective. The best approach is to present your opinions or topic of expertise in a new light — one that may be close to someone else’s, but that catches the reporter or editor’s interest. Perhaps you can show how a current business challenge is affecting the publication’s target readership. When you simply put a new spin on a current theory or insight that interests the publication’s readers, reporters will want to present your findings.

I can’t get my business into that publication.

It’s common for small- and medium-sized business owners to feel intimidated by the big name publications. They envision high-powered magazine editors schmoozing with big company CEOs and lining up interviews with well-known figureheads for the next six months. In reality, editors scramble daily to find people to interview who have knowledge on the latest trends and topics.

Realize too that editors must find new and exciting people to interview either weekly or monthly, so the more knowledgeable people they can add to their database, the better. Make yourself stand out as a reliable information source and you will get the media’s attention.

Small publications don’t matter.

Small publications are just as important as the big ones. Why? Because you never know who reads them. You may think a magazine with a small circulation couldn’t generate the kind of publicity you want, but what if half of those readers were your target customers? Even better, what if your interview or article in a small publication prompted an editor from a large publication to call you? So target small publications as well as the large ones. As long as your information is interesting and accurate, you will gain more attention and get the publicity you need.

I don’t need print publicity now that I have profiles on social media sites.

Don’t assume you can abandon traditional public relations tools just because you start having some success with social media marketing. The social media sites are a useful and inexpensive element of publicity, but you also need the credibility and marketing from other traditional sources, such as print publicity in newspapers and magazines. Just remember, you still need media exposure and a physical presence, in addition to your online presence.



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