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| Path: Main Street : Resources & Library : Research Articles : Feature Article |
Are you front and centre yet? Tips for getting publicity in a media saturated world
By Staphanie BlackDo you ever read an article or watch a profile on the news and wonder why that business is getting some great publicity and yours is not? There is a good reason: That organization either has a great publicist or they know how to play the promotion game.
Here are some tried and true tips for getting noticed. UL>
Issue an innovative press release that is factual but amusing and gives the media an angle as to why they should cover your event.
Is your service or product tied in with a timely holiday?. E.g., you are selling healthy tomato sauce and Valentine's Day is coming up, you could send out your sauces to the appropriate press with a recipe attached for a romantic evening for two!
Join a prestigious networking association and volunteer to do a "free" seminar on your expertise. In addition, invite your media contacts to watch you in your element.
Build your "buzz" factor. What makes you and/or your service stand out? Are you the underdog competing with the big boys or are you the fastest gunslinger in the west? Everyone has an angle. Use yours to the hilt.
Cultivate contacts. Any time you meet a press person take their card and they are no longer a stranger the next time you make your story pitch. "Hi I'm Ellen. I met you at the party last week. I have a good story..." Now, it's no longer a cold call.
Send out a tip sheet to different publications specifying your expertise. (Just like this one - I am an expert on getting media!)
What is your `C' Factor? Yes, the infamous celebrity affiliation. Whom do you know that shops at your store or uses your service? Let others find out and they will follow. Or ask your famous customer if they will give a testimonial on your services.
Identify a timely problem and offer your business as the solution.
Write a letter to the editor on a topic that you know. There is free publicity if the article is published. Stephanie Black, former fashion/entertainment journalist at Global TV in Toronto, is now Vice-President at People Communications a firm, which specializes in Communications Consulting and Media Training. She also speaks to not for profit groups on raising awareness. You can reach her at e mail: sblack1@total.net or by phone at 1-514-935-4334.
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