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