Have you ever seen your competition or other business owner in a newspaper or magazine article? Or seen them on television, showing off their new furniture line, including a behind the scenes look at the craftsmen putting the finishing touches on a cherry table?
Or you're driving down Route 93; all of a sudden you hear your neighbor on the radio talking about the new line of soaps her company is introducing. Or the candy shop owner is explaining how their website is helping them capture a greater market share. How'd she get featured on the radio or tv?
.jpg)
How'd that architect wind up on the front page of the newspaper? Why did that realtor get quoted in that story with a photograph of her most expensive house?
Just lucky? Not exactly. In fact, very unlikely. Unless like me you believe you make your luck. In that context, I'm willing to call it luck. Publicity is a very deliberate road to take. You choose it and you work it and keep working it.
Whether it's newspaper, magazine, radio, television or internet publishing these stories are called editorial content or just content. It's different than paid advertisement in many ways.
Stories are long enough to include some personality, some heart and soul.
There’s enough time and space to make a connection with your audience and that’s priceless.
I’m not suggesting you skip paid advertisement. Advertising is something to do on a regular basis so people are aware of you, know you’re always there. Editorial content enhances the effectiveness of paid advertisement, networking and other marketing tools.
If I’m noticing the ads for the new Italian restaurant in town and then see a story about them on Chronicle, it just might be the final nudge I need to make a reservation and try it out.
Effective publicity can be done by a business owner if she understands the media and what content each outlet welcomes. A good place to start is to learn what your local newspaper accepts as a business brief. Most will publish 100-150 words on a new business opening, new ownership, or milestone event such as a breakthrough product or significant anniversary such as 25th.
Editors are busy people. Know their audience and know yours. Where’s the common ground? That’s the story you want them to do. Have you been successful getting your story told in the mass media? I'd love to hear about it.