Ext White
No matter what type of business you’re in, you can’t beat the power of publicity for drawing attention to all that you have to offer. Whether you’re selling legal services, nutritional supplements or painting murals, your exceptional products or services won’t matter if your target market doesn’t know about you. Simply put, it’s your opportunity to put a friendly face on your business and acquaint the marketplace with who you are and what you do.
Before we go any further, let’s take a close look at what publicity actually is. It’s non-paid media exposure that promotes your company in a positive light. That’s right; it’s when you’re interviewed by phone on talk radio shows around the country, or appear as a guest on TV shows and/or get editorial coverage in newspapers and magazines.
Being on the air and in the news is undoubtedly one of the best ways to create a “buzz” about you and your business. Let me give you an example. In the early days of my career, I worked for a Beverly Hills-based money manager who had about $20 million under management. As Director of Sales and Marketing, my job was to generate leads and bring in new clients who had a minimum of $100K to invest.
One day a reporter from The Robb Report called because they were writing a story on money managers. While talking with my boss, the reporter discovered that he lived in the 90210 zip code (this was during the height of the TV show’s popularity), drove a brand new Mercedes and was married to a famous actress. When all was said and done, my boss’s picture was plastered on the magazine cover and inside was a feature story detailing the great earnings he’d made for his clients.
Once the story ran, I practically became an order taker because the phones were literally ringing off the hook with investors who had $100K and more and wanted their money managed by my boss. As you can imagine, that $20 million under management prior to the magazine article hitting the stands, became $50 million in an incredibly short period of time.
Now let me tell you why this phenomenon occurs. Publicity helps alleviate the apprehension some people feel when trying a new business. Publicity also helps you develop a rapport with your target audience. And there’s just no better way to boost your credibility because the media has chosen to put you in the spotlight as their expert authority! Anyone can pay for an ad in The Robb Report, but not everyone is featured in a cover story – the difference is universes apart.
Let me give you some basic tips on how to attract media attention:
* The best way to gain credibility with the media is by writing a book. Short of a book, you need a booklet or at the very least a white paper. Don’t be intimidated by this idea – if you don’t have time or the skill to write a book hire a ghostwriter who will capture your voice and pen the book for you. Two good resources to find a ghostwriter are: www.guru.com and www.elance.com.
* Pay attention to current events. Find ways to tie your expertise or business into relevant and newsworthy topics.
* Present yourself as an expert. Don’t pitch yourself though. Instead, pitch the issue, then offer your insights as a knowledgeable expert.
* Write a press release focusing on a problem that your product solves. Again, don’t pitch the product. Pitch the problem and the solution.
* Create photo opportunities such as a fundraising event and invite the local media.
* Write a “tips” or “how-to” article for the newspaper or magazine journalists who covers your industry. You’re generating goodwill by “giving away” valuable information while also establishing yourself as an expert. I promise, once you’ve learned how to harness the power of publicity, your business will never be the same.
For 20 years Marsha Friedman has been a leading authority on public relations as CEO of EMSI, a national public relations firm. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. Some of the more prominent names on her client roster are Teamster’s President Jimmy Hoffa Jr., Sergeant’s Pet Care Products, Former National Security Advisor Robert McFarlane and the famous Motown Group, the Temptations.
She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity. Go to http://www.emsincorporated.com to claim your free “Power of Public Relations” video today! Or call 727-443-7115, ext. 202, or email her at info@marshafriedman.com.
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