How to get FREE publicity
The difference between PR and advertising is that with the latter you pay for exposure and control the message. PR is the art of getting favourable coverage without paying for it – except in time and effort.
If you’re targeting a niche, there must be something about what you’re doing that’s newsworthy. You could even write an article on a hot subject or a letter to the editor. The important thing is to contribute to the editorial of the publication or site, not to plug.
Free publicity and how to get it
PR, spin, publicity – whatever you want to call it, the point is it’s FREE. So, how you can you get stories about your business published in the press or on the web?
Before you start writing a press release, stop! You need a plan. PR works best when it’s a sustained campaign – a steady flow of stories designed to attract people to your website.
Start by looking at what your target market reads:
- what kind of stories does the media like to run about your industry? There’s probably a mix including stories about people, new products, surveys, trends and views about industry issues.
- Write down what’s going to be happening in your business over the next 12 months, the challenges you face, new things you’ll be doing, expansion/contraction plans, people you might be hiring or working with and so on.
- Put these into a chronological order and aim for at least one story a month. If there’s not enough, add ‘survey, competition, or letter to the editor’.
- You should now have 12 opportunities for media exposure. Now you start planning the first six stories.
- If one of these is a survey, you need to think of a subject that the media will be interested in. Journalists love surveys – they fill space quickly and you do the work! BUT, they’ll only get published if the results are interesting and gathered from at least 250 people. For example, if you’re a recruitment consultant, you could do a survey of recruits asking them to rank their preferences for pay, holidays, pensions etc. Or what people like/hate most about bosses and so on.
- Now you need to write your stories.
Writing a press release
Follow these tips and you’ll have a good chance of getting some free coverage.
1. Put yourself in the journalist’s shoes and ask why they should publish your release? What’s in it for their readers? Is it relevant? Is it interesting and newsworthy? Adapt the story until it is but don’t tell any fibs!
2. Make sure your press release answers the questions "Who? Why? What? Where? When? & How?"
3. Write in clear, short, punchy sentences using plain English. You can check your writing style for plain English using StyleWriter. .
4. Write a strong headline that gets attention but, remember, you’re dealing with journalists and they’re a cynical bunch. So don’t go overboard.
Structure your release so that the first paragraph explains the headline and captures the essence of the story, the second adds supporting facts, the third expands on these and the fourth has a good, attributable quote.
5. Read the release through and challenge each sentence with the "So what?" test. If you can't think of a good answer, delete the sentence.
Do this at least three times and get someone else, ideally someone not involved, to read it and check their reactions.
6. Add ‘For Immediate release’ or ‘Embargoed until x date/time’ if it’s time sensitive.
Put your contact details including out-of-office hours and mobile details.
7. Finally, make sure the release stands alone and doesn’t need attachments – to avoid being classified as Spam. If you’ve got pictures that add to the story, offer them but don’t email them.
Getting coverage
The first thing to do is add the release to your website under ‘News’. You’ve got your first release published! Obviously, that’s only valuable if you get plenty of visitors on your site but it’s a start.
If you don’t have access to a PR Planner system, email it to all the publications and sites you want to target.
Now follow up – THIS IS ESSENTIAL! Call every journalist you’ve approached within 48 hrs of the release going out. Check they got it and see if they’ve got questions or need help. If they say it’s no good, ask why and use the learning for your next story.
If your story is bad news – job losses for example – prepare your answers in advance but don’t read them parrot fashion over the phone. If the media sees that you’re prepared to be open and available when your story is negative, they’ll be more inclined to listen when there’s some good news.
Journalists are human too – no really!
Try and build relationships with journalists. The days of boozy lunches and daily press conferences may be long gone but the more you’re prepared to give in terms of quotes, facts and access to the right people, the closer you’ll become.
.
How to get FREE publicity - To learn more about this author, visit Paul Lock's Website.
Like this article? Share it with your friends
![]() | |
| |
Great advice I am about to get started - wish me luck...
Commented on How to get FREE publicity. |
| |
Leave Your Feedback |
|
| |
| |||
Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
|||
Casey GollanCasey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website |
|||
Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
|||
Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
![]() | |
![]()
| |
![]() | |
|
| |
![]() | |
|
| |
![]() | |||||||
|
![]() | ||
|
| ||
![]() |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
![]() |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
![]() |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
![]() |
|
|
![]() | ||
|
Top 50 HR Blogs 2009
Top 50 HR Blogs 2009 | ||
|
Top 50 Blogs For Startups
Top Blogs To Watch In 2009 | ||
![]() | ||
![]() | ||||
| ||||
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
|
|
|
|









Subscribe to Paul's articles











