Do you ever wonder how companies that are so much less cool than yours are able to get so much publicity and media attention? Have you chalked it up to “it’s not what you know, it’s who you know?” Actually, getting media attention and publicity is one of the instances where it can be more about what you know than who you know.
If you’d like to get your company featured in your local newspapers and magazines, and be invited to appear as a guest on local television, radio and cable shows, it really isn’t that difficult if you know the right and wrong ways to go about it. Getting your company a lot of exposure in the quickest and least expensive way depends on mastering effective public relations skills. Learning to be an effective communicator with the press can then lead to more exposure beyond just a local area.
Studies have shown that getting publicity has seven times the credibility of advertising, and also provides an advantage over competitors who do not use P.R.effectively. Also, it’s a highly effective strategy for increasing online presence and website traffic.
For most small businesses, hiring a public relations firm isn’t in the marketing budget. However, any small business can learn how to effectively write and distribute press releases to attract media attention and publicity. Mastering this skill can be on of the most effective marketing strategies for a small business or entrepreneur.
There are also small public relations companies who would be willing to write a distribute a press release for around $200 on average. This can be a happy medium type of option for a business that has a newsworthy announcement which could justify paying for this type of service.
Because most PR consultants can’t guarantee a return on investment in the form of any press exposure, it’s usually worth it to learn how to write and distribute succinct press releases. That way they can be utilized on a regular basis and there is less disappointment and expense if the press release doesn’t get published.
For more information on how you can learn how to learn how to become your own PR consultant, check out my new coaching course on Do~It~Yourself PR.