Posted by BusinessTown on January 19, 1999 at 17:20:27:
Develop a strategy for getting publicity. Even if you do your own publicity, it does cost time and energy.
Target the media that is most likely to benefit your business-not necessarily the most prestigious media. Back in 1981, I first published a job-hunting book called The New York JobBank. The New York Times ran a wonderful feature story, and I even appeared on NBC's Today show and was featured in People Magazine. But the publicity that sold the most books by far was a very short article that appeared in the relatively downscale New York Post.
For many product firms the best place to get publicity is going to be in a trade publication; for many local service firms, the best place to get publicity is going to be the local newspaper.