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Publicity is the delicate art of using tools and resources to help get your business in the news or on the airwaves to build some of that oh-so-important buzz. It’s also about helping you to become positioned as an expert in your niche and/or industry. And since everybody wants to work with the expert, that’s a good place to be. It also makes charging those Stratospheric fees a bit more justifiable.
Getting your name in print, both online and off, can be a huge shot in the arm for the growth of your business. Sure, there are times when a single mention, interview or quote is going skyrocket someone to fame and fortune. It sure worked for Susan Boyle after an appearance on Britain’s Got Talent. But, for the most part, it doesn’t happen on its own and it’s not going to happen overnight. It requires careful planning and consistent implementation. It requires you to create your story – your unique message and spin.
It’s important to note (and I’m sorry to shatter any beliefs) that much of what your read in the paper, see on tv or hear on the radio was put there by some savvy publicist or public relations firm. Shocking, I know. Yet, alas, Das Pravda. (And I certainly hope you got that witty interjection)
Media coverage, for my buck and a quarter, is significantly better than advertising for a couple of reasons. First, it’s simply more believable. Let’s say you see a snazzy, full page, color ad for a local dental practice on one side of a magazine spread. Then, you read a warm, fuzzy story about a dentist who donated his or her time and resources to fill cavities for a bunch of underprivileged kids on the other. Which would you find more believable, memorable and possibly persuade you to take some action – the ad or the heart warming story of the kind dentist? If you’re like me, the next time your back molar has you seeing stars, you’re calling Dr. Altruistic.
Second, public relations, when managed well, can also be a whole lot less costly than advertising.
For independent professionals and small businesses, it’s critical to adopt a p.r. mindset. If you’re like most people, you likely feel that talking about the glories of you is a wee bit impolite, if not down right egotistical. Get over it. Your publicity helps potential clients find you so you can help them. Plus, it helps to add a lot of credibility to your services, knowledge, thought leadership and abilities.
Over the next few posts, I’ll be providing some tips and tools to get your publicity machine oiled and ready to churn.
Here’s what I’ll be writing about:
- Building a media list
- Developing a press kit
- Digging up newsy bits
- How to write a press release
- Where and how to submit your releases
- How to get interviewed, along with what to say … and what not to say
Until the next …
