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Free Publicity is Good Publicity

Small businesses in particular can benefit greatly from the blessings of free publicity. Get familiar with media outlets – they need to fill space, so why not let them fill it with mention of your business?

Businesses should always be looking for effective promotional tactics, and the cheaper the tactic, the better. Small businesses in particular, since they have limited funds for marketing, can benefit greatly from free exposure or publicity for their products and services. But nothing remarkable will happen until you take action. Read through the tips below; you can probably find a few elements to enhance your marketing strategy.

First of all, have you realized that the media exists in a symbiotic relationship with all sorts of businesses and organizations? All media (newspapers, magazines, radio and TV) are hungry for content to fill space or time. They are not out to give you free advertising (since they can get money for that) – but they are looking for newsworthy stories, particularly anything with a human interest angle. If you send them interesting stories even tangentially related to your business, you might get a mention in a widely-read features article. This is a marketing coup.

For example, you run a gourmet cooking school and a celebrity chef is coming in to demonstrate preparation of special cuisine. That's a story worth telling – and it will draw plenty of attention to your establishment. If you sell cars, you might be supplying a special model to a local sports personality, or you might be offering a free car or van to a local charity. These are also story opportunities. Often media coverage is more effective than paid advertising to your target market. People are usually more receptive to information they do not immediately dismiss as "just an ad."

Target the media outlets most popular with your target market. Watch or listen to, and study, the material that gets published or broadcast. You may come across stories that spark ideas in your mind. Ask yourself, "What do I read? What stories interest me?" A lot of the answers you need are right before your eyes.

Some people have a natural flair for publicity; others need to develop a gradual feel for what's newsworthy and the ability to spot good media opportunities as they arise. Consider using a freelance journalist (or perhaps a retired journalist) to help you get started. The journalist can show you how to put together fact sheets and press releases with a better rate of success than your own attempts. The journalist is also likely to have many valuable contacts in the industry.

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