Build Your Business - Getting Your First Publicity

Getting Your First Publicity -- Online and Offline
by: Jeffery D. Zbar

Public relations can be a powerful marketing tool for a small business – especially when you’re starting out and funds are low or nonexistent. In fact, PR executives often say that the same space used for a paid advertisement would be worth three times as much if dedicated to an article or write-up on a product because of the format’s perceived objectivity and newsworthiness.

Combine that with the interactivity of the Internet and e-mail, and PR can become an immediate tool as well - if you use it correctly. Here are some do’s and don'ts when using the web and e-mail as part of your marketing program:

Do call off deadline. When contacting a reporter by telephone, call earlier in the day; and first ask if they’re on deadline. If they are, ask a good time to call back (don't just rush your pitch). They'll respect and appreciate your courtesy.
Do ask reporters if they prefer pitches via e-mail (don't just assume they do, and e-mail away). Some reporters would rather keep their e-mail in-boxes uncluttered and receive faxes or snail mail instead.
Do ask whether they prefer messages and PR releases as attachments or "in the message box." Some would rather have shorter announcements, and then follow up seeking more information if the story is deemed newsworthy. Also, some companies don’t allow the opening of attachments for fear of viruses.
Don't just e-mail images, photos, ads, charts/graphs, etc. to reporters. Again, ask if they prefer such graphics. Many freelancers working from home use slower dial-up connections, and even 56K modems crawl through a large-file download.
Do create an e-zine (electronic magazine) of valuable content and insights. In the Information Age, providing content to a list of opt-in subscribers can become a valuable way to brand yourself as an expert resource - for both reporters and potential clients. Just make sure your insights are newsworthy and valid.
Do make interactive marketing part of a larger marketing-communications program. No marketing medium operates in a vacuum; online and offline marketing are equally important in the new economy. Include your URL and subscription instructions for your e-zine in your offline marketing messages, and vice versa. Business cards, web sites, letterhead, e-mail signature files, bookmarks, doorhangers and press releases should include simple but well-crafted marketing messages (starting with your company name, and leading to all your contact information).
Don't let up. Marketing is composed of "campaigns." Your efforts have to be relentless and powerful in order to make your messages memorable.