12 Tips for Attracting Publicity

In last month’s column, I introduced readers to five steps in attracting publicity: 1. Research your customer and your media options. 2. Determine your unique offering. 3. Ensure you can support the statements you make. 4. Write the press release and 5. Distribute the release. It’s also important to understand the differences between various publicity tools.


Media Release: a brief outline of your captivating, unique, or entertaining situation/event that is newsworthy. Media Advisory: essentially, an invitation to the media to attend your event to take pictures and/or conduct interviews. Photo Release: a post-event re-cap of the situation with a compelling photo of the key people or activity involved. Each has its own purpose, so know your publicity objectives and choose accordingly.

Of course this is a simplified version of something that actually takes a fair amount of skill, experience and savvy; consider outsourcing to a professional if communications isn’t your forte. Since publicity is free, and free tends to be popular, be prepared for it being difficult to have your business message heard amidst competing messages. Here are 12 tips that will make your efforts rise above the rest.

Tips for Attracting Publicity:

• Be knowledgeable and genuinely excited about your offering

• Be creative – it takes ingenuity to come up with new angles on the same products or events

• Note that you may have to craft your message slightly differently for different media

• Keep your contacts list up-to-date; media contacts change often

• Start small by targeting community publications and stations with smaller reach; as your skills and confidence grow, you can add media with bigger reach

• Keep branding in mind at all times and be consistent when delivering your business name, contact information and tag line

• From one opportunity to the next, be consistent without being repetitive

• Be memorable – in a pleasing way.

• Be welcoming and engaging with media; thank them for their interest and prepare well for all interviews. Look for tie-ins with current news stories, seasonal occasions and community issues

• Track results; poll customers to determine if any heard about you because of publicity

• Media and Photo Releases control your messaging; media interviews take more communication skill and experience to ensure they are shaped the way you intend, but can also add dynamic effect and lengthier coverage.

• Be charming, humble and gracious when interviewed.

Five Steps to Attracting Publicity

Advertising is when you pay to put a message in the paper that you think is interesting to your potential customers. Publicity is distinctly different: it is a reporter believing that you have something special to share, that is, “news”. A reporter’s interest translates to the reader/listener/viewer as an endorsement, which is very valuable. And, publicity is free, so every small business should be considering it as one of their marketing tools. Here are five steps to attracting publicity:


Step 1:  Smart business always starts with research! Know your customer demographics and where they like to get their news. Know your media; ensure their audience is your target customer. You can develop your own list of media outlets, or for a fee, use established newswires. Scour the media for editors’ names and contact info. Find out their preferred way of receiving press releases as well as when they go to press. What kinds of stories are they interested in?

Step 2:  Determine what you have to offer that is captivating, unique, or entertaining. Think like a journalist and find your story. Shape it to their interests.

Step 3:  Ensure your product quality and customer service will support the claims you make and reputation you intend to build.

Step 4:  Prepare a press release, or outsource this to a professional writer. Releases should be succinct and clear, with the most important information in the first paragraph. Reprintable quotes make the reporter’s job easier, and maintaining their interest beyond the first paragraph is desirable. Ensure your press release does not read like an advertisement. Finally, your contact information, should they wish more detail, should be clearly stated at the end.

Step 5:  Distribute the press release and, after giving plenty of time for the reporter to respond, follow up. After just a few attempts at follow-up, assume the story is not striking the right chord, and go back to Step 2; don’t make a nuisance of yourself.

You’ll need to persevere if you’re adding publicity to your marketing tool box. It's difficult to have your voice heard amidst competing messages. Getting that first response from the media may take many attempts, but when it happens, it can be transformational. Think of publicity as a long-term process and just one of many of your tactics, rather than a replacement for a comprehensive marketing strategy or a short-term solution to a sales slump.

(Check back next month for a follow up on this post: 12 tips to Attracting Publicity.)