| As business owners I'm sure you recognise the | | | | the media. Research the most appropriate |
| power of publicity and how positive media | | | | magazines, newspapers, on-line media or TV |
| coverage can have an impact on your business. | | | | shows for your story. Build a database of |
| Free media exposure has a lot more | | | | media contacts or buy a media directory. |
| credibility than advertising. In fact it's | | | | |
| said that publicity is seven times more | | | | 5. Approach the media. Send out a |
| effective. | | | | well-written media release, follow up with |
| | | | phone calls. Submit articles to magazines. |
| However you may also think that you don't | | | | Submit articles to on-line sites. Follow up |
| have the skills or knowledge to gain | | | | again. Make sure to be consistent with your |
| publicity and maybe you're not in a financial | | | | media liaison. |
| position to hire a PR firm (yet!). | | | | |
| | | | 6. A picture tells a thousand words. Send out |
| But if you follow my 10-point plan I'm sure | | | | a professional and creative photograph with |
| that you'll soon experience the power of the | | | | your release or ring the media outlet and |
| press. | | | | suggest a photo opportunity. Stage a creative |
| | | | film opportunity for television. Media is |
| 1. Gain the appropriate skills and knowledge | | | | entertainment and most people are attracted |
| to become an expert in your field. Experts on | | | | to strong visual images. |
| specialist topics are sought after by the | | | | |
| media. Become a qualified member of your | | | | 7. Be persistent. Keep on submitting media |
| industry's association, as this will give you | | | | releases and articles. But learn to take no |
| credibility when the media choose to profile | | | | for an answer and don't be a pushy publicist. |
| you. | | | | You need to build good working relationships |
| | | | with journalists. |
| 2. Be clear on what your message is, know | | | | |
| what you want to say. Understand that you | | | | 8. Be prepared for media interviews. Prepare |
| need to have a point of difference or | | | | beforehand possible questions and rehearse |
| something interesting to say and that you | | | | the answers. Prepare a few points you want to |
| need to get that across in an entertaining | | | | get across and stay on track. Again think of |
| and informative way. Summarize your message | | | | sound bites and memorable phrases to convey. |
| in short, succinct, sound bites. | | | | |
| | | | 9. Build up a portfolio of information about |
| 3. You need to have an audience to listen to | | | | you. Your media kit to include on your |
| your message. Do some research on your ideal | | | | website as an online newsroom and for |
| customer, perhaps a survey. Look at whom your | | | | meetings with journalists. |
| competitors are talking to. Zero in on your | | | | |
| target. | | | | 10. Consolidate your expertise by publishing |
| | | | books, CD's and DVD's and reap the rewards of |
| 4. Reach out to your target audience through | | | | successful public relations. |