HOW TO GET FREE PUBLICITY FOR YOUR BUSINESS

HOW TO GET FREE PUBLICITY FOR YOUR

BUSINESS

Would you like to expand the volume of your business? You can let

thousands of people know about your service, your store, or your

new products without paying a penny. Whether you want to make

more sales, or get an offer on television, you can broaden the scope

of your clients by free publicity.

You don't have to climb a flagpole or hire a dancing bear to attract

attention and sales. In fact, with just a telephone and follow up letters

and flyers, you can be making much more money than you are.

What product or business are you involved with that needs more

clients or customers? You might have a neighborhood store, or you

might be seeking exposure for a celebrity or politician. Maybe you

have a new invention that you can't get marketed or a recently

released line of designer furniture that you want to increase sales on.

How are you presently getting to customers? You may be advertising

in newspapers and magazines or trade journals. Or you may be

relying on a distribution agreement to retail the products your plant

manufactures.

Perhaps you're an author depending on a publishing house to

promote your book, but it seems to be waning. Or you could be a

young comic, trying to get some more acts to further your career.

Regardless of your business or enterprise, free publicity is ayailable

to you. And yo-u don't need any particular background or training to

do it. What you do need is the belief in yourself and your product ana

the diligence and perseverance to continue when one idea doesn't

pan out.

Take a look at the variety of types of publicity. Whether you want a

local increase in sales, or national fame, free publicity is available to

you.

WHAT IS PUBLICITY?

Publicity is making something known to the public, spreading

information to the general-local or national-market. It is information

with a news value used to attract public attention or support.

Everybody use publicity. Politicians, manufacturers, celebrities-even

the Detroit car makers use publicity to further their causes and gain

attention.

And publicity isn't limited to large organizations. Small committees

and enterprises use the local newspapers to publicize events and

endeavors. Publicity differs from advertising because it is free.

Although some groups or individuals do trade tickets or services for

free mention in publications, generally publicity is newsworthy copy

that a publication produces.

Publicity is a form of promotion, although promoting a product or

service may require other effrts that cost the company money. Godd

publicity is one of the best ways to let people know you have a

worthwhile business.

KNOW YOUR PRODUCT OR SERVICE

In order to gain publicity, you have to be totally familiar with the

product, service or business that you are promoting. If it is your own

product, you are the best one to describe the benefits and features. If

you want to publicize something else, talk to everyone involved to et

the facts and details.

Consider the radius of your market. If you have a local business such

as a retail store or service shop, most of your customers are from

the surrounding five miles. If you are located in a large city, you may

have a largþer radius, but at the same time, there may be stiffer

competition.

Your enterprise might be regional or statewide and your clients may

come from hundreds of miles-either in person or by telephone-to use

your services. And, if you are a large manufacturer, your clients and

customers may come from the entire United States-or you may have

a worldwide audience.

Profile your customers. Who are they and what do they do? If you

have a service, how often is this service used? If you have a product,

is it something that is bought again and again, or is it a lifetime

purchase?

How much do your customers pay for your products and are you

competitive with the other manufacturers of the same products? If

you have an unusual product, are you reaching the widest audience

you can?

SURVEY THE MARKET

What do the customers want? Sometimes, the least expensive price

is not the most important element. With today's packaging, many

customers expect and will pay for things elaborately packaged.

Where do these people go to buy your products? Are they sold at

retail outlets or through trade publicatios or magazines? Or, are they

special items available from mail order or from certain regions of the

nation or the world?

Finally, why do your customers buy this particular service or product,

or use the particular business you have? An architectural design

studio produces blueprints for architects to construct buildings for

homeowners and industry. But your product may be aimed at a less

precise group of people, somewhat hard to define.

You can discover what consumers want from surveys. You can get

copies of surveys from special companies that conduct surveys, or

you can do your own. The best place to conduct a survey is at a

trade show for your product. You might run a drawing and ask people

to fill in information. You can have cards printed with boxes to check

easily so people will spend the time to answer your questions.

Manufacturers use surveys with warranties. Appliance makers often

include a few questions along with the warranty that the consumer

sends back.

Most major manufacturers have their own teams of product testing.

Toymakers bring in children and watch their reactions. Book

publishers have people look at covers and decide which they'd buy.

Even the car manufacturers run surveys and opinion testing on style

and pricing.

Before you seek publicity or even advertise, KNOW YOUR

PRODUCT. Be familiar with the people who buy your product or

service, and have a full understanding of the general competition and

the full scope of marketability.

WHERE TO PUBLICIZE

Depending on your product, you have a full gamut of possibilities for

advertising without paying - free publicity. Deciding on the type of

media is as important as knowing your product and the people who

buy.

As a manufacturer, you want to let retailers know of your product. The

trade magazines would be a good place for new products and

comparisons of product reliability.

If you want to publicize directly to the general public national

publications, metropolitan newspapers and Sunday supplements are

ways to tap into the market.

For a local enterprise - either a profitable business or a charity or

community service - the local newspapers are the best places for

free publicity.

Once your product or news is of national importance, the television

and radio can be good sources of publicity. Even the local public

stations produce interesting shows about local people and products.

For international significance, the newspaper syndicates and wire

services provide the publicity you'll need.

Don't go for the biggest first; move up to the larger markets. Start

with the local news, then expand as your product interest grows.

MAKE IT NEWSWORTHY

In order to qualify for publicity, your information must be newsworthy.

Anything published in the newspapers, magazines or trade journals

must be important to read ers - either as information for an event, or

interesting insights in the industry.

You may have a new product or product line that can be publicized in

magazines. If not, you need to come up with unique angles to get the

publicity you seek.

An unusual background for the inventor of the product or owner of the

manufacturing plant may make good news for the new product.

Or you may need to come up with fresh ideas for your service. For

example, a short item about famous people using the service is

noteworthy, or an unusual combination in the owner's biography may

make a good story.

Some businesses produce literature that points out facts of the

particular industry - either historical or contemporary. For example, a

television news feature was done on a group of companies that

check the quality of houses for interested buyers. Or, a pamphlet on

cutting costs on building an addition onto your house is a natural for

a construction company.

YOUR BEST ANGLE

What is unusual about your product or service that can become

newsworthy? Even if nothing stands out at first, you'll find you can

think of several angles that are worthwhile from a publicity point-of-

view.

What about anecdotes? Failure stories can be as entertaining as

success tales. How people have trouble getting their businesses off

the ground can be newsworthy.

And don't forget simple endurance. A business that's been profitable

for twenty-five years is a sure bet for local newspapers.

If you want to publicize an event, consider the radius of the

participants. A national trade convention should receive national

interest in the magazines and publications geared towards that

particular industry. More local events can be publicized in

metropolitan newspapers. The most local neighborhood events can

be publicized by flyers and notices, or through the schools.

Look for common trends in your product or service. Think often about

what makes it different from the other thousands of products and

services. Make lists List the features of what you want to publicize;

list the eople who use the product or service; list why people use it.

What do you come up with? Do more young people use it? Do more

womþen, or members of special groups? You may use an angle of

publicizing a person not in our typical consumer group purchasing or

using your product or service.

The most important consideration in choosing an angle is to make

your item newsworthy, so the editor of the publication will print it.

MAKING CONTACT

Whether you are sending products, press kits, or news releases, the

most important element in getting them publicized is to send it to the

right person. If it doesn't reach that person's desk, it may well end up

in the wastebasket.

When you decide on the media market you want to publicize in,

contact the people who will make it happen. On a local level, a small

town newspaper will have a features editor, or a specific person who

takes care of the notice you want to place. Call up the publication

and get that person's name. Speak briefly and say you'll send in a

notice.

A larger metropolitan newspaper is a busy place. Consider the

section you'll want your story to appear in. Many newspapers have

entertainment, travel, business, sports, food sections. Contact that

editor.

Editors rarely have time to talk to strangers soliciting publicity, so

you might try talking to the assistant. Speak briefly, introduce

yourself, and say you'll send in a news release.

For a radio message, contact the program director, or assistant.

Make enough telephone calls to be sure you have the correct name

of the person to send your release to.

Television programming directors may be more difficult to reach;

use perseverance. With active pursuit, you can get your message

through to anyone.

The easiest connection for promoting a new product is with the

editors of trade magazines or with national magazines that have a

new products section, You may want to send a sample, or at least a

photograph or drawing of the product. And, you need to incluae all

pertinent facts and features.

Magazine editors can also be difficult to reach-but try. If you can

speak directly to the person who handles new products, try it. If not,

be sure to contact the person who does handle the feature angle that

you have chosen.

As soon as you've contacted the right person to use your material,

send it out immediately. If you have arranged a personal

appointment, follow up with a short note that confirms the date and

time.

A few days after you send out your materials, call that person again.

Simply ask if the information was received; don't push for a

commitment to run the release. By pointing attention to the materials,

you have a better chance.

NEWS RELESES

News releases, also called press releases, are the most important

selling tool of publicity. The release must capture the editor's

attention, be precise and easy to read.

A news release can go to just one newspaper or many publications

at once. It can be a community notice about an organization's library

sale or an international insight into inflation.

The same standard form is used for every type of news, whether an

executive promotion in the trade magazines, or a local event such as

an author signing books at a neighborhood bookstore.

If you want your notice to get into a special edition of a publication,

be aware of the deadlies. Sunday news editions generally have

more readers than the daily editions. Find out when your release

must be received at the editor's desk.

Never mix publicity with advertising. If your newspaper features

specific businesses in special industry supplements, you may be

chosen because you advertise. But otherwise, editors frown on any

releases that merely imitate advertising and are not newsworthy.

Don't embarrass yourself by sending anything that is not worthy of

being printed in the publication as news. Not only will your release be

thrown away, but you wil destroy any chance you had for subsequent

releases with that editor.

WRITING THE RELEASE

Keep the news release to one page. Type it clearly on white bond

paper, double spaced, and never send it with typographical errors.

Since the release might be published exactly as it is received, be

sure the copy is professional and worthy of publication.

At the top left, put your name and address and the phone number

you can be reached at during business hours. In full capital letters at

the right, type, FOR IMMEDIATE RELEASE, PLEASE or for release

on or after a certain date.

Use a headline appropriate to the event or topic, and keep it short -

just like newspaper headings. Capitalize the letters and underline the

headline.

Start the copy with a dateline, which is the city and date. Then write

the rest within a few paragraphs. Include the important information in

the standard who, what, when and where. Use good English, but

don't run on with unimportant adjectives or boring information. You

can capitalize the first letters of important events such as Public

Auction or the name of your new product.

If you have a release to send to many publications at the same time,

have it printed by photo offset so the copy is clear and looks original.

Include a personal letter to the editor. Be cordial, but keep it short. If

your product is convenient to mail, you may include a samþple if the

editor is amenable.

Watch the publications and clip the printed publicity yourself. Never

ask the publication to send you a copy.

PROMOTIONAL LITERATURE

You can publicize your service or product with a pamphlet or booklet.

Topical subjects such as saving energy or cutting costs are always

newsworthy. Naming new trends or buying habits can equally be

publicized.

Take a look at the magazines and trade journals in your area of

endeavor. Are there special sections for interesting tidbits of the

industry? Maybe there's a section for new products, or even a

section that compares products.

Does your product or service have something special that

competitors don't? Maybe yours is the best - and -best' is

newsworthy. Does yours have the longest resiliency, or is it made

from the best materials? Maybe your service is noted for complete

satisfaction or reliability.

These aspects are especially important for the big manufacturers.

Trade journals cater to the special industries, and those in the trade

always want to consider the best product investment - especially

when spending thousands of dollars.

An oil company sends out free booklets on maintaining your car; a

travel agent prints a brochure on the most beautiful vacation spots; a

dry cleaners gives out a flyer on getting out stains as soon as they

happen.

What promotional literature can you tie into your business? And it

doesn't need to be product orinted. Some large companies produce

tips on employee relations or benefits. Many print their own

newsworthy in-house publications .

Any special message booklet is a public service and is worthy of

free publicity. Some interesting information can make a good feature

if followed up by a reporter. Or you may write your own feature for

magazines.

You can get your literature designed and printed by a local printer at

minimum cost. Don't go for an elaborate four-color booklet unless

you can afford to. Consider what you can get at the least expense

and then work from there. From a small investment, you may get

thousands of dollars worth of free publicity.

Always include the name and address ad business number of your

enterprise on the brochure, and offer copies for the general public as

a free give-away or as a bonus for services.

PITCH LETTERS

When you don't have a specific news release or a special booklet to

publicize your enterprise, you may solicit publicity with a letter to the

editor of the section that suits your endeavor.

Rather than providing complete information, suggest the practicality

and timeliness of a feature or article on your business or the owner

of the business. Some people or organizations are famous in their

own right and start side businesses or enterprises. For example,

celebrities open restaurants or community theaters; financiers

donate art collections; a local orphanage may raise a phenomenal

amount of money for a special cause.

A pitch letter is a highly motivating letter to get the editor interested

in the topic that will benefit your cause. Type it on letterhead and

send it personally to the editor. You might call in advance and use it

as a follow up.

Get right to the point. Present the topic and the angle immediately.

Then, support the worthiness with some poignant information

concerning the topic.

Send copies of local publicity if you're building to a national level, or

send copies of other news features that relate directly to your person

or product.

Don't deluge the editor with too many clippings or an overload of

information. A few choice tidbits wlll suffice to get that person's

interest in doing a feature.

Close your letter with a mention of calling that person and then follow

up with a telephone call a few days later.

USE YOUR TELEPHONE

The most important tool to the publicist is the telephone. People who

make their livelihoods with publicity make calls all day long. And

persistence is the greatest attribute.

Whether you use a hard-sell or a soft-sell approach on the phone, it's

a great way to make and keep contact with important people. Just

one phone call may seal up a lifetime business relationship with

someone who will provide you with thousands of dollars worth of free

publicity.

A telephone call is the most efficient means of reaching somebody,

introducing yourself and your desires, and firming up a contact for

follow through. Don't be afraid of calling people and don't be shy in

asserting yourself.

If you have a clear idea about your product or service and believe in

what you're selling, your tone of voice will be the best selling feature.

Know your facts and present them clearly.

If you are working for a specific person or trying to get a meeting for

the owner of Vour company, know when you can set up an

appointment and settle on it immediately. Don't forget business

lunchþes - a great way to sell yourself or your product in a relaxed

atmosphere. Follow up with a memo that same day to confirm the

date and time of the meeting.

When you meet with rejection, don't take it to heart - there are so

many ways you can ake solid connections that a few nos shoulan't

stop you.

COLUMN RELEASES

Some trade journals have specific columns written by a reporter that

run weekly or monthly. If you have a newsworthy item for a column,

you can build up a working rapport with the writer and supply

material from time to time.

The entertainment trade papers have daily columns that keep

celebrities in the limelight. Metropolitan newspapers run daily

columns that mention politicians. And industry publications have

columns that pertain to a certain aspect of your enterprise.

When you write a column release, copy the style of the writer and use

the format of the news release. Instead of for immediate release,

type in capital letters, for exclusive release to the name of the

person.

Use your imagination when you write the column release, and don't

get discouraged if it's passed by. Keep building relationships with

the columnists and you'll get your news publicized.

PRESS KITS

The press kit is made up to publicize celebrities or new products or

a product line. They may be put together for a trade show or

convention, or a press conference.

Generally, a press kit includes a biography of the person who is

being publicized or the inventor or the head of the company. A news

release is included and a photograph or drawing with a caption is

attached.

Copies of news stories and newspaper clippings are enclosed-

anything pertinent to the item you want publicized. An entertainer's

schedule might be included if it's a conference about a tour.

The press kit is usually in a folder or envelope and is handy to send

to publications or for press conferences or to give information to the

local media.

THE BIOGRAPHY

A bio of a personality - whether a famous celebrity or the president

of your company - is fact, not hype. It usually is included in press kits

for background information only; it's not meant for release.

Although important information concerning the person's career

should be included, make it informative and interesting to read.

Many editors or reporters will use that information in a news story or

feature.

It should be single spaced, and never make it more than two pages -

even if the person deserves a full book.

PHOTOGRAPHS

Regardless of the scope of your news, photographs are an asset. If

you are looking for extra publicity for a politician after a town

meeting, include a photo of the person with your press release.

New products alwavs deserve to be seen. Whether it is a full

expensive professional shot later used for advertising, or a simple

black and white photo, it should be clear and uncluttered with

extraneous objects.

Generally for a small business, the black and white glossy photo is

your best bet. Have a professional take the shot with the product

seen in its best light. High contrast photos are the best for

newspapers and magazines. If your product is mainly light colored, it

will stand out on a black background, and vice versa.

Always have them professionally duplicated and be of the highest

quality. Forget about polaroids or anything that closely resembles

amateur work. The editor won't take your release seriously.

Have them printed on 5 x 7 or 8 x 10 paper anc to enclose a

cardboard backing when you send them through the mail with a

news release or a pitch letter.

MERCHANDISING

When you do get coverage from your efforts, clip those pieces from

the publications and exploit them. You may have seen this done in

restaurants. They often enlarge and mount copies of local restaurant

reviews and post them in windows for potential customers.

Good publicity in one form may lead to a wider scope of publicity in

a larger publication. You can use local newspaper clippings for

pitching a feature in a national magazine. And you can use write-ups

in large circulation publications to give credentials for a television

appearance.

Many businesses exploit reviews. Look at the back of books; they

list the quotations from reviewers to promote the product. And films

do that too. How many times have you seen a film advertised by

quotations from famous film reviewers?

What can you do to use the publicity at its best and spread its effects

as widely as possible? Take a look at your metropolitan newspaper.

In the features section, there are often stories about interesting

people and their enterprises. With a little ingenuity, this coverage

can go national.

An obvious way to use good publicity is simply to photocopy it and

send it as a direct mail piece to your customers or to include it in

your brochures. Even a stack of flyers at the counter can promote

your business.

How far do you want to go?

PROMOTION

In most cases, you can use the normal media channels to get the

publicity you need for your product or service. And, although you

don't need to come up with schemes to get attention, they do work.

Sometimes promotion departments of manufacturers stage

marathon events or contests with their products - especially with toys

and games. Apparel companies may sponsor athletic races;

manufacturers of motorcycles sponsor races.

Although promotion schemes do cost money to stage, the efforts

usually pay off in a long run with the number of customers sold on the

product.

For local coverage, charity drives and dinners are good ways to get

in the paper. Some enterprises strive for a more national coverage

with special prizes connected to sports events.

If you are clever enough, and there's no big news break that day, you

may get your scheme on television. Even local footage reaches

thousands and thousands of people.

What gimmicks can you think of that will pay off for their investment?

How is your product or service used that it can commercially be

exploited by the news? Can you keep going with it-making it an

annual event, drawing customers from near and far?

HIRING OTHER PEOPLE

What if you don't want to do the publicity yourself? If your product or

service is a natural for free publicity, you can hire a company or a

person to do your public relations work.

There axe many free lancers in the large cities who have a numer of

clients that they publicize. They've already broken the ice with the

editors and the media, so they can get their releases printed.

If you want to hire someone for a special project, get a person who

has the contacts and who specializes in your product line. If you're a

celebrity, use someone who has a reputation in the entertainment

industry. If you are a manufacturer with new appliances, likewise

consider a person with expertise in that field.

Check out the person or firm. Talk to other clients and find out what

has been done for them. Have they increased their sales or public

exposure?

Investigate the reputation with people in the media you want to

publicize in, and be sure there is a clean slate with the local business

associations.

Then work efficiently with the person who will nandle your publicity.

Communicate effectively and be sure your ideas are understood.

Listen well and absorb any ideas thrown your way. Between the two

of you, you can come up with an excellent publicity campaign that will

make your business boom.

TRY IT

The wonderful thing about free publicity is that you have nothing to

lose. A few phone calls; a few personal letters, maybe some

investment in quick printing news releases. And, you can reap many

times that investment in additional sales and orders.

Whether you have an international personality to publicize or a

community barbecue, you can get that information to the public at

little expense.

What is unique about your service or product? Is it the best? The

most used? The longest lasting? Do customers return year after

year? Consider all the angles, then consider again.

Be sure to make solid contacts and be thorough with your follow ups.

Being polite and efficient will always create effective business

relations. Then exploit your own publicity. Use it again and again;

post it in the store or rewrite it for more national distribution. Go as

far as you can with your ideas.

And, it doesn't cost you. That is the true joy - with a little effort and

persistence, you can reap great profits from free publicity.

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