How to Obtain Publicity

A common way to generate publicity is to pitch your local newspaper.

Anyone promoting a business, product or event needs to know how to obtain publicity. Publicity is a marketing method by which you provide information to the media, with the hope that they will spread your message to your target audience. Unlike advertising, publicity is free. However, the results are not guaranteed. The focus of publicity is not to advertise, but to provide information that will interest the media and the public and cause them to take the action you desire.

Instructions

1. Give your message an angle that will interest the media. Provide information that will qualify your story as news, provide helpful information, solve a problem or be entertaining.

2. Choose the best method of generating publicity. Use venues through which you can best reach your target audience. This may be through Facebook, radio, TV or newspaper. Don't limit yourself; use all venues that apply.

3. Pitch your story to your community newspaper. It is likely to print your story if you provide them with a complete story. They often need stories to fill space.

4. Request that your local radio station announce your event on their community calendar.

5. Contact the hosts of appropriate morning radio shows and pitch your story or offer to give an interview.

6. Write a press release, make copies and distribute them to every media outlet that might be interested in your subject. Write the release in an objective tone that does not sound like advertising. You can also distribute press releases through Internet wire services such as PR Newswire and Business Wire.

7. Create a press kit that contains a press release, your photo and pertinent information about yourself and your business. Give these only to people who ask for it or who show interest in your press release. Sending press kits to everyone can become expensive.

8. Network frequently with people in the media. Develop business contacts that you can use at the appropriate time. Don't expect them to do you a favor; your story must be interesting.

9. Hire a PR firm if you have no desire to handle the details yourself. These firms can give you access to media you wouldn't have access to yourself, but they can be expensive.

10. Don't give up. If your efforts fail to generate publicity the first time, keep trying. Eventually your persistence will pay off.

References

• Creative Marketing Solutions; The Publicity FAQ; Marcia Yudkin
• Entrepreneur; 4 Sure Ways to Get Publicity; Lesley Spencer Pyle; November 2009
• Get More Publicity: How To Get Fast Free Publicity for Any Event in Less Than a Week