This started out as a single post, but I ended up with way more material than I originally intended. I’m also home sick today with a stomach thing. So I had time to kill in between trying … and failing miserably … to keep anything in said stomach. As a result, I’m going to chop it up into another one of our nifty BoDo series.

Publicity is simply using tools and resources to help get your business’ moniker in print, or on the airwaves, and getting the word out there about you and your business. It’s about building buzz. It’s also about tapping into techniques that help to position you as an expert in your field.

Media coverage, for my buck and a quarter, is significantly better than advertising for a couple of reasons. First, it’s simply more believable. Let’s say you see a half page color ad for a local dental practice. Then, you read a warm, fuzzy story about a local dentist who donated his time and resources to fill the cavities for a bunch of underprivilaged kids. What would you find more believable, memorable and possibly persude you to take some action – the ad or the heart warming story of the kind dentist? If you’re like me, the next time your back molar has you seeing stars, you’re calling Dr. Altruistic.

Second, public relations, when managed right, can also be a whole lot less costly than advertising.

Ironcially, the truth be told, much of what you read in newspapers and magazines, hear on the radio or watch on television is there with the help of a public relations firm or publicist. You may not have a pricey p.r. firm tooting your horn to editors, but with a little effort you can do it yourself and have a lot of fun along the way.

First things first, though. It’s critical to adopt a p.r. mindset. If you’re like most people, you likely feel that talking about the glories of you is a wee bit impolite, if not down right egotistical. Get over it. Your publicity helps potential clients find you so you can help them. Plus, it helps to add a lot of credibility to your services and abilities.

Getting your name in print, both online and off can be a huge shot in the arm for the growth of your business. But, it’s usually not going to happen on it’s own and it’s not going to happen overnight. It requires careful planning and consistent implementation. It requires you to create your story – your unique message and spin.

Next up, we’ll talk a bit about various places where you can get yourself some 15 minutes of fame … and hopefully much more.

Until the next
Marketing Minute
all the best,
nt