Laurel Tielis
Want to bring more business in? Get the word out. Once you become publicity-savvy, you can gain visibility, credibility, and profitability without having to open your wallet.
Publicity beats advertising because it’s free. If you’re an entrepreneur or an independent retailer, “free” is probably one of your favorite words; “easy” and “effective” are most likely others. Today, getting publicity can be all three–free, easy, and effective.
Getting Publicity Has Changed
Back when dinosaurs roamed the earth, or about one dozen years ago in real time, getting publicity was a challenge. To attract the attention of a reporter you had to draft a press release, then mail or fax it off, and finally, follow up with a phone call.
Or, you reversed the process and made a phone call, most often reaching an answering machine, left a message which frequently didn’t get returned, and then sent off a press release. As the gag line went: With advertising you pay for it, with publicity you pray for it.
Then along came the Internet, and prayers “paid off” for publicists. Today, getting a company’s name out is a whole lot easier.
While being quoted in a major newspaper, an important trade publication, or on the air, is still a major hit, there are lots of other ways that a small business owner can get free attention and more business. Not only that, you have easier access to reporters and bloggers.
Easy, Effective, and Free Ways to get Your Story Out
1. Follow a reporter on Twitter and when you have a story idea that would benefit readers, viewers or listeners, send a tweet. Sadly, you can’t send a direct message to someone unless they’re following you, but happily you can get anyone’s attention using @ and following with their user name.
2. Add a comment, and your web address, to online stories. It takes just a minute to sign in, and once you do you can get your name, and your targeted message, in just about everything, including major publications like the New York Times and the Wall Street Journal.
3. Read a blog, and respond to what’s been written. Tell the author why you agree or disagree with the post. Stay on point, and if you have doubts about what’s been said, be pleasant in raising them. Again, almost all blogs accept relevant comments. For example, even if you never finished high school, you can post pertinent comments to blog posts on the Harvard Business Review.
4. Join the conversation on social media sites. It doesn’t matter whether you’re a fan of Facebook, LinkedIn, Twitter, Goggle Plus, or even all of the above, participate and you can get your name out and build your business. Heck, you can even get rich and famous by working social media. Lift a glass, for example, to Gary Vaynerchuk, who shared his passion with wine to one and all online.
5. Speak up. It’s great if you have the time, and the chops, to stand in front of an audience and share information. But even if you don’t, you can still ask questions, or answer them, at lectures and conferences you attend. Make sure to say your name, and the name of your company, before you start. And once again, keep to the subject, then let people know about it everywhere you connect with others.
I find being patient, persistent, and pleasant pays off in useful publicity. How do you promote yourself
If you want more ideas about bringing in business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People magazine.
I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.
You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.
Copyright © 2011 Laurel Tielis
Filed under: entrepreneurs, independent retailers, small business Tagged: | communications, marketing, public relations, publicity
