Making Publicity Work: Small Business Marketing

Marketing - Publicity
Making Publicity Work

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Making Publicity Work

Decide whether or not you want to do your own publicity
One advantage of being your own publicist is that you know your product or service better than anyone else. A great amount of time and effort can be expended apprising a PR firm or free-lance publicist of your company and its products or services. Even so, no one will have the same enthusiasm for your company that you do. This sense of excitement will serve you well as you spread the word about your product or service and its consumer benefits.

It is a lot easier than you might think to create a “pitch” letter, develop a press release, find and approach media contacts, and make follow-up calls.

Create the hook
To create your own publicity, you need to communicate your story to those who access the public through the media—television, radio, newspapers, and/or magazines. You need to develop a “hook” or a compelling reason why someone should listen to your story. Media contacts must feel strongly that knowledge of your product or service would be of some value to their audience. Take time to build a cohesive “pitch” that really conveys the unique qualities and benefits of your product or service.

Make a list
Make a list of media contacts who you think would be interested in your product or service. Prioritize the list and decide what you want to tell each contact. This will give you a good idea of how much time you will need to spend compiling and sending press materials, as well as placing follow-up telephone calls.

Create a “mini” press kit
It isn’t necessary to send an elaborate press kit to get a newspaper, magazine, or broadcast outlet to tell your story. If you are doing your own publicity, it is often just as effective to send a personalized “pitch” letter and a press release in a standard size business envelope to your media contacts.

Follow up with a phone call
Follow up your mailings with a phone call to each media contact. If you fail to get through the first time or if your media contact is too busy to talk to you, be persistent. When you do manage to get through, make an appointment to visit your contact.

Take extensive notes to the interview
If you sent your media contact a simple “pitch” letter and press release, you need to take additional material relating to your product or service to your media contact meeting. Product samples, testimonials, brochures, and a list of current vendors or consumers (with their permission) that use or carry your product or service will assist you in conveying an interesting and powerful story about your company.

Make a list of potential questions, and prepare answers
Prepare yourself for your media meeting by creating a list of possible questions the media representative might ask you. Be ready with answers!