Getting free publicity for your business depends on a number of factors˳ Above all others, though, there are 4 cardinal rules you can’t afford to ignore if you hope to be successful˳ Not following them is a sure fire way to start depending entirely on luck instead of skill for your progress˳
These rules that should be spray painted across the wall in the front office of every business are:
1˳ Be Organized˳ It’s fun and definitely rewarding, but getting free publicity isn’t a game˳ You need to have a good idea where you’re headed and how you plan on getting there˳ Success doesn’t come from a single “flash in the pan” encounter with the press˳ You become successful when you start developing a steady flow of press releases˳ This only happens when you’re organized˳ Carefully plan your campaign before you get started˳ Know exactly why you’re sending out a press release and what you want the end result to be˳ Have your press release, bio sheet and Q&A ready to go before you start any publicity campaign˳ Have several follow up releases ready to go˳ Send them to reporters 1-2 weeks apart˳
2˳ Be Different˳ Remember you’re in the news business˳ By definition, something isn’t news unless it’s different˳ Being different isn’t that bad a business strategy, either˳ If you offer the same product everybody else does, packaged in exactly the same package, then you really have very little other than price to negotiate˳ If you can find ways to fill niches nobody else is, then you start building loyalty, and developing seeds for a powerful news stories˳ That’s the road to free publicity˳
3˳ Be Consistent˳ The old adage about all news being good news is wrong˳ Just because your name appeared on the front page of the paper doesn’t mean you’ve made it˳ (Ask O˳J˳ Simpson about that!) Yes, it offers momentum, but you need to be sure you’re rolling in the right direction˳ Earning the reputation of being self seeking and ruthless won’t help much if you then try to get free publicity when you open a series of homeless shelters˳ Chart your end goals and then move towards them, in a consistent, steady pace˳
4˳ Be Persistent˳ Don’t give up˳ It’s all a numbers game˳ One press release sent to a few reporters won’t do much to help you to get free publicity for your business˳
You might send out press releases to get free web publicity and get absolutely no response˳ That’s not a reason to give up˳
Try tweaking it a bit˳ Change the headline˳ Make sure your format is correct˳
You might need to frame your story differently˳ Is it practical? Would the average person stop in their tracks to take a second look at your headline? Does the content of your story constitute a news item or an ad for your product? If your press release is nothing but an ad for your business, you can be sure it’ll be tossed out˳ Reporters will see that you’re only looking for free publicity without giving them something to work with˳
It’s about hanging in there, not giving up, when others might˳
As long as you’re still in the ring, the fight isn’t over˳
Being prepared before you launch your publicity campaign and systematically sending out your press releases every week or two will go a long way toward leaving a lasting impression about you in the minds of reporters˳ That, in turn, will increase your chances of getting calls from reporters to do interviews and getting free publicity for your business˳
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