Generating Publicity for Your Business

Generating positive press coverage should be a goal for any business. Publicity is an effective marketing tool that creates awareness and drives sales. Three key benefits of good public relations are:

1. It’s generally less expensive than advertising.
2. Since it usually comes from a third party, it’s credible.
3. It can greatly enhance your company’s reputation

A few tips to keep in mind:

• When you send a press release, make sure it’s newsworthy!
• Consider your target audience. Think like an editor or a TV news director.
• Stand out from the crowd by sending something different and creative with your release — but make sure that whatever you send is relevant.
• Create a “halo effect” by tying into local charities and community events.
• Maximize the Internet. Send e-newsletters, e-zines or start your own “expert” blog.
• Follow up with the media after you’ve sent your release. Be persistent without being a pest.