Free publicity can be a far more powerful business-building tool than advertising.
Why? Well, when it comes to advertising, people are skeptical.
According to the Advertising Media Internet Center (July 22, 2007), we are exposed to an average of 288 ads per day, counting TV, radio, print and Internet ads. If you include the number of brands we are exposed to, let's say on a trip to the supermarket, that number skyrockets to over 2,000.
In order to survive this onslaught, people have become more skeptical - they just don't believe what companies say about themselves anymore. On the other hand, people do believe what they read in the newspapers, or hear on the radio or TV news.
The beauty of free publicity is that it puts the credibility of these trusted news organizations at the center of our marketing equation. If the news names you as an expert, you're an expert!
Best of all, free publicity is... well, free!
Becoming the Local Expert Isn't As Hard As It Seems
If you serve a local market, begin by compiling a list of local media that cover topics in your field. Which local newspapers include articles relevant to what you do? Which reporters usually write those stories? Write these names down.
Which local radio and TV stations cover stories related to your area of expertise? Which reporters usually handle those assignments? Write these names down as well.
Next step?
Simply send these people a letter introducing yourself or give them a call. Let them know who you are and what you do. Let them know you are always available if they need a local reference on a topic in your field.
It can be that easy...
For example, marketing expert David Frey's brother sells hot tubs. He introduced himself to the local reporters and now gets contacted about three times a year to comment on "backyard lifestyle" issues.
To further cement your relationship with your local reporters, consider sending them something on a regular basis. If you find an article in a trade journal that might make an interesting story, pass it on to them.
Remember, though, that the goal of the press is not to build your business through free publicity - it's to provide good information to their audience. Don't be pushy. Instead be helpful and informative. As a result the local media will turn to you and position you as the local expert. It's that exposure that will build your business.
How to Attract a Nationwide Audience
Another way to attract publicity, perhaps even on a national level, would be through a Publicity Referral Service.
An example of a publicity referral service would be Radio and TV Interview Report (RTIR). RTIR is a magazine sent out to radio and TV producers introducing them to potential guests for interviews from a wide variety of fields. These guests are usually authors promoting a book or business owners like you.
While it's not free (there's a fee to advertise), it is a good way to potentially attract nationwide publicity for your business. You can learn more about RTIR at http://www.rtir.com
In addition to advertising (online and offline) and referral generation, free publicity can be another valuable tool to put to use in your quest for maximum growth and profit in your small business.
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