Successful Publicity Campaign...
Famous is as famous does
Here are some key steps to take in your quest for great and effective publicity:
The famous and most successful businesses get known
through publicity. Fame and success is not automatic, you
create it through strategic campaigning. Implementing
increasing and expanding exposure are a easy and effective.
A great publicity campaign starts with courage and creativity, and
then planning. It succeeds
Publicity will bring your business into the forefront of your target audience quicker than any advertising campaign can hope to do. And besides it costs less. Publicity and good press releases will solidify you as an expert. Good press reflects a solid reputation and creates a deep, abiding confidence in the consumer. There is nothing wrong with being a shining star with infinite possibilities. Even the best and most spectacular website will not attract visitors if no one knows about it. Search engines will do only so much.
Fame comes from creativity, planning, hard work and persistence. It also means that what you are selling, or who you are, and what you do is important also. Publicity has its rejection; become skilled at not taking it personally, it will eventually work. Be positive!
Creating a Positive Image for your Business
or Practice with Print Media
In promoting your business or practice -
timing is everything! Start planning your marketing campaign now.
Procrastination never accomplishes anything. Pay close attention to
the calendar and holidays, national days, regional events and seasons to
direct your marketing efforts. Spend time investigating and
create a publicity calendar containing school opening dates, public
holidays, National what-ever weeks and tie these in with your
releases. As always a good source are advertising departments of
local papers and the Internet.
Press releases (examples to follow) offer a free
means of print media promotion. A first-class press release answers the
fundamental questions of who, what, when, where, how and why.
1. The title
and lead sentence written to catch the attention of the reader.
2. The first
section with the basic information you want to communicate.
3. The last
paragraph contains the details of the business, practice or event.
at the end are contact methods for the reader for additional information.
A press release should be only one page long.
" Edit and Proof-read .
" Send out the press release 10 to 14
days before an event for a daily paper.
" Call weekly or monthly community
publications to find their specific time frame for press releases and send
the release in a timely manner.
" Follow up your release with a phone
call to see if it was received.
" If your release is used - always
follow up with a thank you note to the reporter and include your business
1. A Press Release: A valuable tool to increase awareness. Create a very dynamic one-page press release. Target publications that would be most interested in you and your business. Don't whine out the details; make that press release sing your praises. Send the release to a real live editor and follow up with a phone call. Let the press release be the invitation to the follow up phone call. Make connections with the media. Be polite, be excited, and be patient. It may take several press releases to get the point across. Keep with it!
Create A Press Kit: This is a strong tool! A Press kit is
basically an embellished and enhanced press release turned into a
package. It's a more complex but attractive tool. It will tell
more about you and your company, and should be pulled together into a
nice neat folder. This folder of information about you or your
business should contain:
" An Introduction or Front Letter
" One or Two Press Releases
" A Fact Sheet (about you or your business)
" Bio Sheet (of you and your accomplishments)
" Copies of Published Articles
" Company Literature
" Photos professional
" A Business Card
" Small flat samples if available
" CDs with digital information
Send your press kit when an editor,
publisher, or producer wants to know more about you or the business.
Newsletters Offline. A whole world still exists offline. Locate
newsletters or smaller print publications offline and submit articles.
This can be a very dynamic way to increase your exposure as well as
add to your press kit. Have professional photos of yourself or the
products. You can locate
newsletters in your subject area by visiting the local university library
reference section. Ask for a directory of trade newsletters -
do your research. Once you have been published, it's easier to
step up to the larger publications. The process starts small and
4. Speak Up! That's right. Start giving talks or demonstrations on your area of expertise. Start locally at civic clubs and local educational programs. Find a local talk radio show and make your case to the producer. It's surprising how many local talk radio shows are actively looking for new speakers. Once you have achieved Talk Radio, the opportunities will start coming to you. Do all you can to network!
5. Publicity Pitches: Put together several dynamic article ideas. Just the ideas and brief concepts, not the actual article. This is called a Publicity Pitch. Take those ideas and then pitch them to editors of targeted publications. This process saves Editors time and puts the outline right into their hands. Editor's love ideas, especially ideas that are completely outlined and correct for their readership.
Look here for examples of effective "Press Releases"
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