A great publicity campaign
starts with courage, then
planning, and lastly, it
succeeds through
persistence. If you're not
sure why you should seek
fame, consider fortune
because the two go hand
in hand.
Fame will bring your
business into the forefront
of your target audience
faster than any advertising
campaign can hope to do.
It solidifies you as an expert
and creates a deep, abiding
confidence in the
consumer. It makes you a
shining star with infinite
possibilities. So what are
the steps you ask? Well
paste a gold star to your
forehead and let's get
started.
1. Press Releases:
Increase awareness through
a press release. Yes, I know,
press releases have become
quite the popular little
tool around cyberspace
with releases being blasted
hither and there, but are
they working? Probably
not. Blasting your press
release will bring blasted
little results. Instead,
thoughtfully put together
a very dynamic one-page
press release and target
publications that would be
most interested in you and
your business. Don't drone
out the details; make that
press release sing your
praises. Then send it to a
real live editor and follow
up with a phone call. In
other words, let the press
release be the invitation to
your follow up phone call.
Begin making connections
with the media. Be polite,
be excited, and be patient.
2. Create A Press Kit:
A Press kit is basically an
exaggerated press release
turned into a package. It's
more complex, tells more
about you and your
company, and is all pulled
together into a nice neat
folder. Of all the questions
I receive, first is, what is a
press kit? Simply, it is a
folder of information
about you or your business.
It should contain:
A. An Introduction Letter
B. One or Two Press
Releases
C. A Fact Sheet
(This contains the facts
about you or your
business.)
D. Bio Sheet
(Which is a biography of
you and your
accomplishments.)
E. Copies of Published
Articles
F. Company Literature<
G. A Business Card
Send your press kit when
an editor, publisher, or
producer wants to know
more about you.
3. Newsletters Offline.
Don't forget that a whole
world 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. You can locate
newsletters in your subject
area by visiting the local
university library reference
section. Ask for a directory
of trade newsletters and
do your research. Once you
have been published, it's
easier to step up to the
larger publications. Fame
starts small and then
snowballs onto itself!
4. Speak Up!
Yep, that's right. Start
giving speeches on your
area of expertise. Start
locally at civic clubs and
local educational
programs. Then find the
local talk radio shows and
make your case to the
producer. It's surprising
how many talk radio shows
are actively looking for new
speakers. Once you have
achieved Talk Radio, the
opportunities will start
coming to you.
5. Publicity Pitches:
Put together several
dynamic article ideas. Just
the ideas, not the actual
article. This is called a
Publicity Pitch. Take those
ideas and then pitch them
to editors of targeted
publications. This can work
very well as it saves Editors
time and puts the outline
right into their hands. As a
past Editor I know how
well this works. Editors love
ideas, especially ideas that
are completely outlined
and correct for their
readership. This means
don't send pet article ideas
to cooking magazines.
Send pet articles ideas to
pet publications. Seems like
a no brainer, huh?
But you'd be amazed at
what editors see that don't
apply to their own
publication. Fame comes
from planning and
persistence. It has its
rejections, but if you can
learn not to take it
personally, it will
eventually work.
Remember, once you start,
keep going. Once you stop,
you have to start all over.
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