Marketing - Publicity
Publicity Overview

Publicity Overview

No matter what business you are in, you can be your own publicist! If you want to act as your own PR firm, you can produce a simple press kit. This kit should include a “pitch” letter and a press release regarding your company, a new product, or a unique service. Once you have targeted and established appointments with print and broadcast media contacts, you can act as your own spokesperson to pitch your own image, product, or service. You will become the focus, the center of attention, as you create an awareness of your business that will turn into sales leads.

Publicity can take a variety of formats. You or someone connected with your business could appear on a local radio or TV talk show — your business the topic of a particular segment. You could be the subject of an article in a local or national newspaper or magazine. You might become part of a broadcast business panel discussing issues that are pertinent to your product or service, or speak at trade association meetings, trade show seminars, or chamber of commerce gatherings. The creative publicist can find thousands of publicity opportunities available that allow for increasing image or product awareness.

The best part of publicity is that, for the most part, it is free! This is especially true if you manage your own publicity campaigns. However, if you do choose to hire an outside PR firm, the costs can still be a lot less than building the same amount of awareness via paid advertising.