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