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The
Power of Publicity: Promoting and Publicizing Your Success
By Don Bates, APR, Fellow PRSA
Managing Director, Marketing and New Media, Media Distribution
Services
Publicity comes in many
forms. One of the most obvious is news and feature coverage in
newspapers and magazines, and on radio and television. These media
provide the bulk of news and information about daily events and
related subjects (e.g., food, travel, government, art). To get
coverage in the media, your news must be credible and noteworthy,
keeping in mind the media's and their audiences' need
for objectivity and fact.
Publicity also comes through
magazines and newsletters referred to as "trades"; i.e.,
media that cover a particular industry or enterprise more extensively
than mainstream media do. In addition, publicity can be generated
through exhibits, speaking engagements and other "outside"
activities, through all forms of public and private discourse.
Here's a list of
some of the most common "angles" for focusing your publicity
activities:
•New
or improved products or services
•Lower
prices or added savings
•Sale
days, anniversary celebrations, special events
•More
favorable agreements, contracts, guarantees
•Expanded
facilities—offices, warehouses, stores
•New
hires, promotions, appointments |
•Business
and professional awards and achievements
•Increased
sales, earnings, profits and dividends
•Surveys
you've made
•Speeches
or testimony you've given
•Events
you've taken part in
•Contributions
you've made to the community |
Most publicity is supported
with the use of communication tools from the fields of advertising,
marketing and public relations. Here are the most popular:
•News releases
to the media on the who, what, when, where and why of what you're
doing.
•"Pitch" letters to editors with story ideas
for coverage on things you think their audiences would be interested
in.
•Press Kits containing news releases, photos, slides,
CD's and other information that can be used by the press in developing
or amplifying news and feature coverage.
•Interviews on radio and television shows covering
news related to your company or organization.
•Brochures and pamphlets describing your business,
products, services, ideas, etc.
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