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Managing the Media-10 Tips for Successful Publicity

BY NANCY MICHAELS

Assuming Andy Warhol was correct when he said everyone will have 15 minutes of fame in their lifetime, my advice to all? Be prepared when the editors and cameras come looking for you.

1. Assuming Andy Warhol was correct when he said everyone will have 15 minutes of fame in their lifetime, my advice to all? Be prepared when the editors and cameras come looking for you.

2. A media mix is the best formula when marketing your business. Advertising combined with publicity, direct mail, web site management, etc., offers up a marketing mix of key ingredients needed to attract and draw attention-and sales-to your business.

3. Advertising can be short-lived, costly, and not always believable by consumers. Publicity on the other hand has immediate and long-term results. You can reprint an article and display it at your location or send it out as a direct mail piece (with written permission from the media outlet, of course). There's unparalleled credibility that comes from a feature story about you in the news. When the public sees a news story that features your business, you're given instant prestige or expertise in your industry-and an enduring impression.

4. But remember: Because publicity is objective, you have far less control over the content of a feature (although a strong press release and promotional package should help). More than likely, you won't be the sole focus of the article or news story. Chances are, others in your geographic area, and perhaps your competition, will be featured as well.

5. One of the keys to getting press is defining a newsworthy angle. Find a "hook" by staying in tune with what's happening in the world and brainstorming ways that your business fits into current events. Does your story fall into a trend, anti-trend, a human interest piece, or a community involvement initiative? Think how your story plays into the larger world and you'll be more likely to attract the media's attention.

Nancy Michaels is the founder of Grow Your Business Network and offers private coaching services to small business owners. She can be reached at nmichaels@impressionimpact.com

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