The nature of publicity:
- Promote the new idea or concept you are pioneering, not your business
- Editorial publicity has more value and credibility than any advertising
- You can’t control the content, timing or visual appearance of your message
- There are never any guarantees
- Luck = preparation meeting opportunity
The power of publicity:
- Editorial has credibility because it is a third party endorsement, a form of word of mouth
- It is perceived as unbiased because the source has no vested interest
- People are more likely to take notice of editorials than advertisements
- It is free and so valuable – it is priceless
- If you get one favourable story published or broadcast, you can use it endlessly in article reprints, direct mail and in PR efforts with other media
- Gives you the widest exposure for the fewest bucks
- Lets you tell your story in greater depth
How to get publicity:
- Create great hooks - something new, different and exciting to talk about
- Educate people about things that matter to them
- Piggyback on stories about big picture news and issues, and get a free ride
- Be on a mission to share something with the world
- Be a specialist on a subject you can speak intelligently and compassionately about
Word of mouth tools:
- You can use editorials in many ways as ongoing marketing tools
- You should get your editorials copied, scanned, mounted & re-printed
- You can circulate them via your website, newsletter, flyer, email outs, etc.
Recommended reading:
1. ‘The Fall of Advertising & The Rise of PR’ – by Al & Laura Ries (www.ries.com)
2. ‘Guerrilla Publicity’ – Jay Conrad Levinson, Rick Frishman & Jill Lublin (www.guerrillapublicity.com)
3. ‘The Secrets of Word-of-Mouth Marketing’ – George Silverman
