Strategies of Publicity
Publicity is an important part of operating a business; the more people know about your company and its offerings, the larger your potential customer base becomes. As you devise ways to bring publicity to your company, consider how you can reach your target audience, both directly and indirectly.
Other People Are Reading
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Media Relationships
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One of the ways you can increase your company's publicity is to form relationships with media outlets in your city and region. Make reporters' jobs easier by sending in a story pitch each time your company does something newsworthy: include a press release, photos and potential sources of more information. When making pitches, focus on why the story would be of interest to the particular publication or studio's viewers instead of focusing on self promotion. When reporters come to your location, treat them well and be generous about referring them to other story ideas or exclusive interviews in your industry.
Stunts
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When you want to make a large, public spectacle to promote your business, go with a publicity stunt. While a stunt can be difficult to plan and execute, it can result in an enormous amount of attention. Choose a stunt that will reach a large number of people at once and one that can be videotaped and broadcast on the Internet. You might form a dancing or singing flash mob, where a large group of performers break into a routine in a public place, to bring publicity to a performing arts-related business. Tie your stunt to a current event to make it easier for viewers to understand and include ways for viewers to find your company after they have seen the stunt or caught wind of it.
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Celebrity Spokesperson
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Consumers often look to their favorite celebrities as role models; to get attention for your business, find a famous person to act as a spokesperson. Depending on your audience, budget and the reach of your publicity campaigns, you can look to various levels of fame. Analyze your audience and find people who represent the ideal lifestyle or career for potential customers. To get publicity for a sporting goods store, for example, a local hiker who completed a difficult physical feat will be cheaper and may be just as interesting to shoppers than a big-ticket movie star.
Environmental Policies
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With the growing concern about climate change and alternative energy, you can use your excellent environmental policies to get publicity. If you use recycled materials, support local energy initiatives, run a green operation, or take steps to mitigate your carbon emissions, advertise them widely. With all other things being equal, a known record of environmental support may be the factor that causes eco-friendly customers to choose your business versus a competitor.
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References
- Photo Credit newspaper image by Photoeyes from Fotolia.com
