The Basics of Getting Publicity: Actions You Can Take To Show Up In The Press
When you learn the basics of getting publicity, you’re helping your business or non-profit by generating positive press coverage for a variety of reasons. Press coverage is helpful in building good will, increasing knowledge of your products & services, generating leads & revenue, and managing difficult or crisis situations.
What Is Publicity?
Publicity is the systematized process of getting covered by the press to generate public awareness of your company or non-profit, and its products, services, special offerings, notable community activities, and more.
How Does One Generate Publicity?
- There are multiple strategies for generating publicity that include:
Press Releases: Press releases are formal documents distributed to the media that include the announcements, facts & supporting information. There’s a specific, industry-standard format for how to write press releases. (See a past blog on Press Release Basics.) - Press Conferences: Press conferences involve announcing to the media that you will be making a public announcement, and the press are invited to attend the event to get the news and potentially interviews.
- Media Relations: Media relations involves plans & processes for direct outreach to select editors or reporters by phone or email.
- Social Media Announcements: Release of news to social media feeds which can get picked up by members of the media
DID YOU KNOW:
Publicity and public relations can be 90% more effective than advertising in influencing consumers. (Source: Nielson) This is because publicity involves a legitimate, third party saying you’re great, while advertising is paid messaging where you’re saying you are great.
Benefits of Getting Publicity
There are 5 main benefits of pursuing publicity for your company or non-profit:
- Your messaging reaches mass audiences, and for a lower cost than paid advertising.
- Positive press coverage builds credibility for your business or non-profit.
- Positive press coverage helps consumers make purchasing decisions.
- Positive press coverage can help sales efforts, i.e., sales staff can quote legitimate third parties that have positive things to say about your business or non-profit.
- Once you get positive press, you can use that information in sales documents, social media posts, and on your website.
Examples of News That’s Worthy of Publicity Announcements
Examples of news worthy of press announcements include:
- New headquarters or office location or impending move
- New, expanded facilities, equipment, or capabilities
- New products offered
- New services offered
- Special, time-limited offers
- Legitimate awards that have been received
- Special events (open houses, parties, festivals, celebrations open to the public)
- Introduction of new owners or staff members
- Industry research that validates your products or services
A Quick, Step-by-Step Guide To Getting Publicity
So, how do you get publicity? Here’s a simple, step-by-step look at how to build a publicity program.
Step 1: Determine what news you’re announcing
Decide on the news you’re announcing, and develop a simple, one-page brief that outlines the facts.
Step 2: Develop a media list
Determine what media outlets and specific editors or reporters who should receive the announcement, and then develop a contact list that includes the name, title, media outlet, email & phone.
Step 3: Develop the publicity document that you’ll send to the press
Write a press release or simple fact sheet announcing the news. Be sure to include the who, what, why, when information.
Step 4: Distribute the information to the press contacts
Email the information to the targeted press contacts, with a simple explanation (one paragraph at the most) announcing the gist of the news. Embed the content right in the email, and attach the document. Use Microsoft Word for your documents. Do not send information in PDF form. That makes it harder for media people to cut and paste news from your announcement to write a news brief or story. If the news is significant enough, follow up the press announcement with a call to each media person. Keep it short and alert them of the news that’s in their email box, and also provide them with a call-back number.
The process of getting publicity is not free. It takes time and money, usually with the help of a PR professional, to pursue press coverage. But as mentioned above, press coverage in legitimate media outlets has far more credibility than a paid advertisement. Follow the basics of getting publicity, and you’ll help your business or non-profit grow.
Need help with generating publicity for your business or non-profit? Contact DeWinter Marketing & PR for assistance.
