How to Generate Free Publicity
The more times your business is mentioned in the newspapers,
the better, as long as the publicity is positive. Positive
publicity translates into more customers and increased
sales; it's money in the bank. But to get this kind of
publicity, your business has to be newsworthy, and you
have to blow your own horn.
Editors and reporters are looking for stories. If you
want free publicity, you have to capitalize on events
or create events that editors and reporters will find
newsworthy.
For example, the fact that you've relocated your business
isn't a story; it's just an event. If you want your business
featured in the papers, you have to come up with the angles
that make it a story. Capitalize on the event by tying
your business' move into increased economic development
for the community, or by holding a grand re-opening party
for the public, and you've got a story that the newspaper
might be interested in - and possible free publicity for
your business.
However, reporters and editors are busy people. They
may not have or take the time to discover your story themselves.
You have to let them know about it. Give the newspaper's
business editor a call, or send the appropriate reporter
a press release. Make sure that you give plenty of lead
time if your story is relevant to a particular date or
time frame.
If you're operating a service business, events such as
grand reopenings and special sales may not work well for
you. But you can still benefit from increasing your profile
in the community. Many businesses, for example, sponsor
charity events, or contribute to non-profit, charitable
organizations in their communities.
Other businesses generate publicity by offering the public
free seminars or giving demonstrations. There are a lot
of do-it-yourselfers out there who are interested in everything
from working with stained glass through winterizing their
vehicles. If you have the appropriate facilities, this
can be a great way of drawing new business and getting
your business featured in the newspapers.
There are all kinds of ways that you can bring your business
to the attention of the community, but positive publicity
is one of the most valuable. If you don't have time to
generate positive publicity about your business, you can
hire a public relations firm.
From Susan Ward
