 |
|
Generating Publicity for Your Business
05/06/08
Krista Robertson, VP, Marketing Services
For most of us, when we want to generate publicity for our organization a press release seems to be the
logical solution. However, there are many other ways an organization can get exposure other
than the "shotgun" approach of distributing press releases.
The key to getting publicity for your company is to plan your strategy as you would a marketing campaign.
Focus on activities designed to attract positive media attention to your business.
Three techniques that can be extremely effective in generating publicity include:
1. Special Events
Hosting a special event is a great way to generate publicity for your company particularly if the event
is open to the public. Most communities have Web sites and newspapers with sections dedicated to local
happenings and events. Most are always willing to consider your submission for publication.
For example, if you are opening a new location, consider holding a ribbon-cutting ceremony. If you
aren't moving, schedule an open house event. Although the news media isn't likely to attend the actual event,
most media outlets will publish photos from your events. Remember, any post-event publicity generated
is a great way to get your name out in the community.
2. Public Speaking Engagements
Most civic and professional organizations schedule speakers for their weekly or monthly meetings.
Develop several topics of interest that you feel comfortable speaking about and approach local
organizations such as the Kiwanis and Rotary clubs, or professional/trade organizations to secure a
speaking engagement.
Speaking engagements will help establish you, or your organization, as an industry leader and are
great opportunities to network and teach people about your company. Also, many organizations submit
upcoming speakers to the local newspaper or include them in their newsletter which will provide
additional publicity.
3. Cause Marketing
Aligning yourself with a nonprofit organization positions you as a good corporate citizen in your
community and builds a positive image for your business. The news media will often feature companies
who are giving back to the community and will highlight activities that they are doing to benefit
charitable organizations.
Of course, these are not the only ways to generate positive publicity but they certainly are
good steps in garnering attention for your organization.
|
|
|
