Publicity Can Help Your Business Achieve Credibility
- If you're looking to enhance your marketing efforts, getting
an article published about your company essentially provides
a third party endorsement to your products and services.
You don't need the luxury of a million-dollar ad budget to raise
awareness of your business. Instead, working with the print
media can be a cost-effective way to get editorial publicity
for articles that incorporate information about your company.
In fact, with the rise of Internet use within the business community
and the general public, reaching your target audience is now
faster and more convenient than ever.
How then does your business generate good publicity and gain
placement in newspapers and magazines? As Guerilla Marketing
author Jay Conrad Levinson notes, "the single most important
factor in obtaining free publicity [is] providing news worth
publicizing." It is crucial that your business products
and services are incorporated into articles that provide readers
with newsworthy ideas or suggestions. Highlighting an article's
human interest angle is another method to increase your chances
important for businesses to distinguish precisely what is and
isn't newsworthy about their products and services. For
example, the announcement of a new product is more likely to
annoy an editor than grab his or her attention. "Editors
and publishers get thinly veiled advertising garbage all the
time masquerading as news," says "Magnet Marketing"
author John R. Graham. However, if the product exemplifies a
current trend or helps readers to achieve a goal, an editor
will be more inclined to publish it.
key is to move the article's primary emphasis from the value
of the company's products to the potential benefit for the reader.
Articles that reference your business as an 'expert' source
on a given subject provide powerful credibility. For example,
a company that sells a salt substitute should avoid writing
an article describing its products in detail. Instead, an article
about how a recent study revealed a link between lowered sodium
intake and reduced occurrence of osteoporosis has much more
value to a publication's readers.
a newsworthy angle, however, is only half the battle.
You must also distribute your releases to the appropriate people,
and do it cost-effectively. Businesses often rely upon the traditional
marketing technique of mailing materials to lists of prospective
clients. However, the process of building lists is labor intensive
and very costly.
Companies hoping to generate publicity at the regional
level can benefit from the national and global coverage
the Internet provides...."
that want to market their products and services beyond the
local level should consider utilizing the Internet as a key
component in their publicity efforts. "Even companies
hoping to generate publicity at the regional level can benefit
from the national - and global - coverage the Internet provides,"
notes Fran Yoch, vice president of ARA Content, a Minneapolis
based feature article distribution service via the Internet
at www.aracontent.com. "Imagine the benefits of newspaper
and magazine editors accessing articles about your company
and downloading them for publication with a simple stroke
of a computer key.
Content is part of the growing number of distribution services
that take advantage of the Internet's speed and flexibility
in order to serve their clients more effectively. Yoch elaborates,
"Clients who want to re-focus an article around a particular
holiday, or who want to distribute an ongoing series of articles,
appreciate the speed at which we can update and build upon
their existing information."
publicity through the media is cost-effective because of the
extended life the releases have after they are first published.
Newspapers, magazines and online publications may re-print
the article and expand its reach far beyond initial expectations.
Copies of published articles also can be redistributed to
new prospects or current customers, giving extra mileage to
a company's publicity efforts.
value of editorial publicity seems clear. As Graham notes,
"To fail to use the press to tell a newsworthy story
is to miss one of the best opportunities available to businesses