Seeking PUBLICITY

Many businesses waste money, time and effort trying to attract potential clients.  They cannot think beyond the radio, T.V., newspapers, letter-boxes and the internet. There are many other ways to reach clients.

            There is no “best way” to get the publicity you seek.  It depends on the habits of the people being targeted.

Five of the best tips when seeking publicity for a product or an event 

* What are you trying to achieve?

            Define your purpose. Decide precisely what message you want to get out to your potential clients. (The who, what, where, when and the why parts of your story.) Keep it brief.  

* Who are you trying to reach?

            Target your audience. Who do you want to get your messages to?  Do you know their habits? Where do they get their information? Is it from the network, radio, T.V., newspapers or word of mouth? (Just because people buy a newspaper or a magazine or download a book it doesn’t mean they read it.)

* Make your message newsworthy

            If you are planning a news release study the headlines to see what makes the news. Unusual events, human-interest stories, local events and animal stories are all popular.

            If seeking publicity, your message must be news, not propaganda or free advertising.  

            Use simple words and heavily edit your message removing all surplus words.

* Help the journalist

            If you can make life easy for journalists you are more likely to get the publicity you are seeking.

            If you are hoping for publicity in a written publication, such as a newspaper or a magazine, study their style and email your story in their useable way. (Always give your contact details.)           

* Try some novel ways

            Use several cost-effective ways to get your messages out. (In our book “Persuasive Ways” you will find a useful list of over 150 different ways to get publicity.) Be different from others use your imagination. 

-Geoffrey Moss

“The best and cheapest publicity is to give  your clients a quality service.”

Source: “Persuasive Ways. ‘Tricks of the Trade’ to get your ideas across.” First published by Moss Associates Ltd. New Zealand and in Chinese by Shanghai People’s Publishing House. Also published as “Secrets of Persuasion” by Cengage Learning Asia, Singapore and as an e-book available from Amazon.com.