Publicity is a powerful tool. Unlike advertising, where you declare your own greatness, publicity involves others highlighting your value. Businesses that prioritize publicity often outperform those relying solely on advertising.
News outlets constantly feature stories about businesses. Securing free media coverage involves professionally presenting your information to the right media contacts. Those unfamiliar with publicity often depend on costly advertising, which can be less effective.
According to public relations expert David Forman, author of “Publicity Professor,” earned media coverage provides immense credibility that paid advertising simply cannot replicate. Gaining positive news reports about your business, events, or work amplifies your brand’s trustworthiness.
A compelling press release is crucial for attracting media attention. It should pique the interest of editors and producers by providing enough detail, specifics, and quotes for them to easily craft a story without needing further input from you.
Media alerts are another essential tool. They provide news desks with concise information about an event, enticing them to send reporters or camera crews.
Beyond press releases and alerts, numerous other strategies exist, such as submitting feature stories or offering your expertise for quotes or on-air interviews.
Forman emphasizes that you don’t necessarily need to hire outside help for publicity. As he states, you possess unparalleled knowledge of your business. Success lies in delivering your message to the right person in a format that media professionals expect.
“Publicity Professor” provides practical examples and guidance on providing editors and producers with the information they need for free coverage. It includes easy-to-use templates for press releases, media alerts, feature stories, and pitch letters, along with tips for creating newsworthy events and awards programs, and resources for contacting media outlets.