Strategies For Getting Free Publicity

Publicity or press release is the better way to advertise your business or product because information is dessiminated in a news-worthy fashion. Regardless of what kind of business you are operating, you should want, and strive for, as much publicity for your business and your products or services, as possible.  After all, it's "free advertising" that is essential to the growth of your business.       Product publicity is the "secret pathway" to financial success everyone wants.  In simple terms, publicity for your corporate image or your product is a kind of advertising that costs you nothing, yet brings in the orders for you. However, your publicity efforts should be well thought out, and pre-planned for maximum results.   The first and most basic form of obtaining publicity is by getting what is known as the press or news release.  This is generally a one page article about your business, your  product/service or an event/happening related to your business that is about to, or has recently occurred.  These publicity stories are generally "shot-gunned" to all the various media:  local newspapers, radio and TV, and trade publications.   The challenge with press publicity is getting the press people to whom you've sent these publicity stories, to use them - publish or broadcast them.  And this leads us back to the "right way " of writing  them and sending them in.              In every case, send a short cover letter addressed to the individual you want your material to be considered by. This means that you send your story to the city editor of the newspapers;  the news directors of the radio and TV stations;  and the managing editors of the various trade publications.  It will do you no good what-so-ever, to send your material to the advertising, circulation or business managers - describing how you're a long-time advertiser, subscriber or listener. The most critical factor to your success is to make contact with the person who has the final say as to what is to be published or broadcast, and at the bottom line - this person's use of your material will somehow make him a "hero" to his or her readers, viewers or listeners.             The cover letter should be a short note.  Go to an office supply store or copy house and order a hundred or so sheets of high-grade bond paper -8 1/2 by 11" preferably in a pastel color as blue or ivory - and that you want this paper cut into quarters, giving you a grand total fo 400 sheets of note  paper.  "From the desk of..." note sheets are too elaborate until the people you're contacting get to know you - first time around and until they use your press release.                      On this note sheet, begin with the date across the top. Then, skip two or three spaces and start on the third line to the recipient that the attached material is new and should be of real interest to their readers, viewers or listeners. You can also advise your dealers and distributors to send the following note to the editors and news directors of the media in their areas: "CD-ROM Containing over 650 Money-Making Reports. Here's something new for people trying to cope with inflation - the soaring costs of living - and those engaged in building extra income businesses of their own.  We have a new CD that should be of real value - interest - to your readers.  Please take a look - any questions, or if you need more info, give me a call at (954) 000-000."   After your article, you skip about four spaces and then type your name, your business name, and your address - sign your name above where you've typed it, and staple this note in the upper right hand corner of your news release.  This note should be typed and double-spaced.              So now, you've got a cover letter, and you know who to send it to... We type up one such note, and take it to a near-by quick-print shop.  They xerox the note 4 times, paste 4-copies onto one sheet of paper, print 50 to 100 copies, and cut the paper into individual notes, all for less that $10... Do not try to save money by photo-copying or xeroxing - a photo-copy is a photo-copy is a photo-copy, and will not do the job for you At this point, you need the actual publicity release, which also must be "properly" written if you expect it to be used by the media.  Above all else, there's a proper form or style to use, plus the fact that it must be typed, double-spaced, and short - about a half page in total length.   About an inch from the top of the paper, with an inch and a half margin on each side of the paper;  from the left hand margin, type in all capital letters:  PRESS RELEASE:  Then, underline these words.  Immediately following the colon, but not in all capital letters, put in the date.  Always set the date forward by at least one day after the day you intend to mail the release.   On the same line, but on the right hand side of the page, and in all capital letters, write the words, FOR ADDITIONAL INFORMATION: Underline this, and immediately below, but not in all capital letters, type your name - your phone number - and your address. Leave two spaces and then type all-caps and centered between the margins. Type the headline, immediately followed by the sud-headline. You can write the headline before the story, and then story to fit the headline - or the story before the headline, and then a headline to fit the story. Whichever style you prefer, you are basically writing a sales letter which must outline the benefits your product offers the readers of your press release.           NEW CD OF 0VER 650 MONEY-MAKING REPORTS            Your press release must continue to sell your product and must always be benefit oriented. Your headline and story must sell the reader on the benefits of your product or service to his readers.  Unless it specifically does this, your release will not see the light of day.     Since your press release must first attract the first person  receiving your materials, the editor of the newspaper or magazine you are sending your release to, you have to make it pass the test.  Keep this fact uppermost in your mind as you write it.  The person you send your press or publicity release to, must quickly see and understand how your product or service will benefit his readers - thereby making him a hero to them - and he must be assured it will do what you promise in your headline.              Come right to the point and say your product is lower in price, or more convenient to use or in what way your product or service is useful to the people in general.  It's also a good idea to include a complimentary sample of your product or an opportunity for him to sample your services.   Remember, the editors receiving your information are fully aware of your purposes - Free Advertising!  They are not in the least interested in you or your credentials - If you've sold them on the benefits of your business to their readers, and they want background details, they'll call you.  That's why you list your telephone number and address. Media people are busy people, always.  They do not indulge in finding out about your trials and  tribulations or plans for the future.  They want only a hook that alerts them to something new and of probable real interest to their readers.  Sell the editor first.  Convince this person that you've found a better mousetrap.  Show him that your product or service - that your business - fills a need and/or will interest a large segment of his readers, his viewers or listeners.              When an editor uses your publicity release, always follow-up with a short thank you note.  Never, but never send a publicity release to an editor and then call to know why he didn't use it, use it as you wrote it, or only gave you a quick mention.  Do this once, and that particular media will trash any further material received from you, unopened!  If your first effort is not used, then you should review the story itself;  perhaps write it from a different angle;  make sure you're sending it to the proper person - and try again!