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