5 Simple Tips for Enhancing Your Publicity Efforts

Written by Heidi Mankoff |

My clients ask me all the time...you're probably thinking about it, too...so I thought I'd write about PUBLICITY today.

First things first...what is publicity (a.k.a. public relations or PR)? How is it different from marketing?

Simply put, most of your marketing efforts include YOUR messages (about yourself) to the marketplace. Publicity, on the other hand, is SOMEONE ELSE's message about you to the marketplace.

Publicity adds a very important element to your overall marketing mix...and if you've overlooked it...you've also overlooked the potential to enhance (or reinforce) your brand image, connect with new customers and/or generate more revenue. It's absolutely invaluable to have someone else endorse you and your business!

I recently attended a panel interview/presentation, organized by Joanne Griffith, Gail Lara and Made In the Valley. The topic was, "The Media and Your Business: How to Get in the News for the Right Reasons!" Thought I'd share my key-take-aways with all of you...

The most important rule for effective publicity:

Pick the right publication!!! Know the publication's audience and make sure you'll be reaching the right people with the right message. The better you can target the right audience, the more effective your publicity efforts will be!

When contacting publicists and/or media representatives:

#1: Be specific. Know why you are contacting him/her...and what, specifically, you'd like him/her to do for you.

#2: Be relevant. What stands out about your business (or upcoming event)? What makes it news-worthy? Can you connect your story to a current event?

#3: Be personal. No one likes to get a press release that's been cut/pasted to the masses. Understand who you're talking to and make sure your message will connect with him/her.

#4: Be organized. Know your facts. Know your figures. Be prepared to answer questions on the fly.

#5: Be grateful. These folks are busy. Respect their time. Get to the point quickly. Make sure you answer the #1 question on their mind: "What's in it for me?"

And if you're really serious about adding publicity to your marketing mix, you might want to consider hiring a publicist. To quote an old adage..."If you want to grow, you have to let it go!"

Do you have other tips to contribute? Post a comment!

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5 Simple Tips for Enhancing Your Publicity Efforts

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