July 6th, 2017
How to get publicity? You may think that there’s no such thing as free publicity. Surely it’s impossible for a business to be mentioned in a newspaper or magazine without paying an advertisement fee? Actually that’s false, because there’s one very credible way to get into the media at zero cost. But you need to know how.
Media coverage has long been the Holy Grail of small and medium businesses. It’s a milestone that many are yet to achieve. However, with the right techniques and know-how, it is possible to secure free publicity. This can raise your business profile and build trust with potential customers. Don’t forget that audiences are more likely to trust brands featured in stories than blatant advertisements.
When considering how to get publicity, you’re probably wondering where to start. It may be zero cost but it can be hard work. To grab the attention of journalists you’ll have to do something interesting and different. Or come up with a really great news story. Here are some places to start…
The press love facts and statistics. So if you have some interesting data to offer they will more than likely snap it up. The easiest way to do this is to survey your customers about your business and industry issues. But you must ask the right questions. This isn’t a customer service questionnaire. It’s a general research survey that will hopefully reveal useful insights. Once you have your data, analyse it and report the results in a clear way – the best format is in a press release.
Great brands solve problems, and editors love to inform their readers about ways to solve problems. If you have a product or service that solves today’s issues then it’s time to boast about it. For example, if parents require childcare and activities during the school holidays and you can solve that problem, write to journalists and let them know. If you’ve invented a smart backpack to solve the problems of festival-goers, how to get publicity would be to write to the publications that cater for festival-goers.
Getting involved in a charity or community project is great PR. Try and do something quirky rather than just send a charity a cheque. Why not organise a fundraiser at the office. Another idea is to offer up your company’s time to go and lend a hand at the local hospice. Or donate products to a children’s hospital. If you’re doing something charitable, make sure the local newspaper knows about it as they often cover these kinds of stories.
When thinking about how to get publicity, it’s all about telling your brand story in a newsworthy way. Journalists are only interested in stories or events that offer something of value to their reader. So how can you make your company exciting?
My audio course is coming soon. Stay tuned for more must-have PR tips for gaining media coverage.
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