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Publicity On a Shoestring Budget
by Jill Lublin
Master showman PT Barnum said, “A terrible thing happens without publicity …
NOTHING!” You need people to know about you to remain in business. Publicity
is the most overlooked marketing tool and also the least expensive, least risky, and
most effective tool available.
Publicity, Public Relations, and Advertising
Publicity is free media exposure for your product or service. Public relations (PR) is
the overall planning and strategy for dealing with the media. Advertising is paying
to promote your product or service. Publicity is the art of convincing others to sing
your praises for you while you’re singing your own praises.
With advertising, those who purchase your service or product are your target
customers. In publicity, the media is your target customer. One customer sold on
your service or product equals one sale. One media representative sold can result
in thousands of sales.
Guerrilla Publicity
Guerrillas are business operators who substitute time, energy, and imagination for
money. Guerrillas measure their performance on profits, not sales; they place
primary importance on how many relationships they build, not on how much
money they make.
Five things you can do to become a guerrilla publicist on a shoestring budget:
1. Know who you are, what you want, and sing your praises often
Know who you are. You are the product regardless of what product or service you
provide. For people to trust you, you must first know and believe in yourself, your
products, or your services. Position yourself as an expert and create a sharp ten to
fifteen second sound bite that proclaims precisely who you are, what you do, and
why you make a difference.
Know what you want. Opportunities are created when you have a clear purpose,
achievable goals, and take persistent action. Publicity starts with a clear purpose
and objectives. You will succeed with a precise plan on how you will achieve those
objectives.
Sing your praises often. The most obvious signs of your expertise are that your
customers keep coming back, pay what you charge, and recommend you to others.
Ask for and use all testimonials. Don’t be afraid to boast.
2. Build relationships with a targeted market
Your relationships are your most valuable asset. Because you’re in business for the
long haul, your best business will come from your best relationships. Take the
“concierge approach” with your media contacts. Offer information, sources, access
to your contacts, and fresh stories and ideas; actively show your appreciation for
their work on your behalf.
Take every opportunity to say who you are, what you do, and how what you do
can help others. In fact, you’d be well served by building your entire marketing
plan around publicity. Be consistent, honest, and believe in your heart that what
you do truly makes a difference.
3. Play the numbers game - and play it well
The media always needs fresh information and they look for people like you to
provide it. Expect, but don’t be discouraged by disappointment and rejection. The
media sees thousands of press releases every day. Here are a few ways you can
make the numbers game work for you:
• Press releases. The media wants and expects press releases. Send them hot,
relevant stories with lively one-line headlines that get their attention.
• Media lists. Media lists are databases containing information about the
people and organizations that can help promote you. Start your own media list or
gather media information from online services and keep them up-to-date.
• Follow up, follow up, follow up. Contact your media list – often and
consistently. The key is to always follow up and capitalize on any news
developments, keeping your name on top.
• Media kits. Have a media kit ready to go. Include everything they want to
know: your company history, personal biography, a list of suggested questions,
articles, brochures, a quality photo, endorsements and testimonials, and giveaways.
4. Be prepared for anything
Create a unique and attractive slant on your business. Promote yourself early,
forcefully and fast, assuming you have no more than ten seconds to convince the
media. Then, be prepared for anything. The slant you took may not be the slant they
use. Practice your interviews from every angle, and when the time comes, take
command of the interview and stay relaxed.
5. Get yourself out there
The best publicity often happens in the most unexpected places. Guerrilla publicity
is a multi-faceted approach. Get yourself out there with seminars, articles, a book,
website, or e-mail newsletter. Join Internet communities and use online publicity
forums.
Summing it up
Now is the time to take action. Make publicity a mindset in your life. Always look
for ways to publicize yourself and opportunities will appear. Take the time to
establish your credibility and build for the long run. Prepare - and you will be
rewarded.
Meet the writer:
Jill Lublin is an internationally acclaimed speaker and best selling author of the
books, Guerrilla Publicity and Networking Magic. She is the CEO of the strategic
consulting firm Promising Promotion and founder of GoodNews Media, Inc. Jill
hosts the nationally syndicated radio show Do the Dream, has a TV show called The
Connecting Minute, and is working on her third book, Heart Wired. She can be
reached by phone at 415-883-5455 or by email at info@promisingpromotion.com
by Jill Lublin
Master showman PT Barnum said, “A terrible thing happens without publicity …
NOTHING!” You need people to know about you to remain in business. Publicity
is the most overlooked marketing tool and also the least expensive, least risky, and
most effective tool available.
Publicity, Public Relations, and Advertising
Publicity is free media exposure for your product or service. Public relations (PR) is
the overall planning and strategy for dealing with the media. Advertising is paying
to promote your product or service. Publicity is the art of convincing others to sing
your praises for you while you’re singing your own praises.
With advertising, those who purchase your service or product are your target
customers. In publicity, the media is your target customer. One customer sold on
your service or product equals one sale. One media representative sold can result
in thousands of sales.
Guerrilla Publicity
Guerrillas are business operators who substitute time, energy, and imagination for
money. Guerrillas measure their performance on profits, not sales; they place
primary importance on how many relationships they build, not on how much
money they make.
Five things you can do to become a guerrilla publicist on a shoestring budget:
1. Know who you are, what you want, and sing your praises often
Know who you are. You are the product regardless of what product or service you
provide. For people to trust you, you must first know and believe in yourself, your
products, or your services. Position yourself as an expert and create a sharp ten to
fifteen second sound bite that proclaims precisely who you are, what you do, and
why you make a difference.
Know what you want. Opportunities are created when you have a clear purpose,
achievable goals, and take persistent action. Publicity starts with a clear purpose
and objectives. You will succeed with a precise plan on how you will achieve those
objectives.
Sing your praises often. The most obvious signs of your expertise are that your
customers keep coming back, pay what you charge, and recommend you to others.
Ask for and use all testimonials. Don’t be afraid to boast.
2. Build relationships with a targeted market
Your relationships are your most valuable asset. Because you’re in business for the
long haul, your best business will come from your best relationships. Take the
“concierge approach” with your media contacts. Offer information, sources, access
to your contacts, and fresh stories and ideas; actively show your appreciation for
their work on your behalf.
Take every opportunity to say who you are, what you do, and how what you do
can help others. In fact, you’d be well served by building your entire marketing
plan around publicity. Be consistent, honest, and believe in your heart that what
you do truly makes a difference.
3. Play the numbers game - and play it well
The media always needs fresh information and they look for people like you to
provide it. Expect, but don’t be discouraged by disappointment and rejection. The
media sees thousands of press releases every day. Here are a few ways you can
make the numbers game work for you:
• Press releases. The media wants and expects press releases. Send them hot,
relevant stories with lively one-line headlines that get their attention.
• Media lists. Media lists are databases containing information about the
people and organizations that can help promote you. Start your own media list or
gather media information from online services and keep them up-to-date.
• Follow up, follow up, follow up. Contact your media list – often and
consistently. The key is to always follow up and capitalize on any news
developments, keeping your name on top.
• Media kits. Have a media kit ready to go. Include everything they want to
know: your company history, personal biography, a list of suggested questions,
articles, brochures, a quality photo, endorsements and testimonials, and giveaways.
4. Be prepared for anything
Create a unique and attractive slant on your business. Promote yourself early,
forcefully and fast, assuming you have no more than ten seconds to convince the
media. Then, be prepared for anything. The slant you took may not be the slant they
use. Practice your interviews from every angle, and when the time comes, take
command of the interview and stay relaxed.
5. Get yourself out there
The best publicity often happens in the most unexpected places. Guerrilla publicity
is a multi-faceted approach. Get yourself out there with seminars, articles, a book,
website, or e-mail newsletter. Join Internet communities and use online publicity
forums.
Summing it up
Now is the time to take action. Make publicity a mindset in your life. Always look
for ways to publicize yourself and opportunities will appear. Take the time to
establish your credibility and build for the long run. Prepare - and you will be
rewarded.
Meet the writer:
Jill Lublin is an internationally acclaimed speaker and best selling author of the
books, Guerrilla Publicity and Networking Magic. She is the CEO of the strategic
consulting firm Promising Promotion and founder of GoodNews Media, Inc. Jill
hosts the nationally syndicated radio show Do the Dream, has a TV show called The
Connecting Minute, and is working on her third book, Heart Wired. She can be
reached by phone at 415-883-5455 or by email at info@promisingpromotion.com
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