Top 7 Ways to Get More Mileage from Your Publicity
By Bill Stoller
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You worked hard to get a story on your business in a popular Web site or your local paper. Don't let your efforts end there. Here are seven tips to help you maximize your online and offline publicity:
- Reprint, Reprint, Reprint!
A favorable article on your company or products is marketing gold. It implies that the publication or Web site has given its endorsement. You can enjoy the benefits of this "third party endorsement" long after the article has appeared. If you want to reprint an article from an offline publication in its entirety, you must get permission from the publication.
Most publications have special reprint departments to help you. The same rules apply for stories appearing on Web sites. To reprint, take a screenshot - make sure to include the logo of the media outlet.
- Add it to Your Web Site
What better place to drumbeat your newly acquired media placement than your Web site? If you get a lot of publicity, set up a special area (for example, "As Seen In") to display your placements. For a great story, highlight it on your homepage. Susan Blair does a nice job of displaying her publicity successes in her "Articles" section.
Note: If a publication displays your article on its Web site, make sure to link to it. Remember to check your link often - media Web sites constantly change. Better yet, take a screenshot of your article including the publication's logo, and place it permanently in your "As Seen In" area.
- Mention Your Placement in Your Ezine
If your business has a regular ezine, by all means let your subscribers in on your publicity success. It's human nature to be attracted to a popular, successful business or a famous person.
- Email Existing or Potential Clients
Impress your existing or potential clients by tooting your own horn with an email alerting them that you've been published or seen on TV.
Use the power of PR to your advantage. Advertising is clearly understood as coming directly from the sponsoring business and, as a result, is usually taken with a grain of salt. An article initiated (or "placed") by publicity efforts is viewed as the product of the reporter who wrote it - an objective, third-party observer whose positive comments about your business will carry great weight.
- Pitch it Again, Sam!
Take your story angle to a different publication or Web site. Make sure to bend the angle to match the publication's editorial slant or specific reporter's column. DO NOT mention that the story appeared in another publication. Why let a reporter know your angle has already been reported? If it's newsworthy, the story will stand on its own.
- "Internal" PR
Place your article in a handsome frame and hang it in a visible area of your office's waiting area. The story adds legitimacy to your business and provides entertainment for your waiting customers. If you don't have a waiting area, put the article behind your desk facing your visitors or in your meeting room. Distribute the story to your employees and suppliers to build loyalty and company pride.
- Other Suggestions
- Sales brochures, direct marketing materials and trade show handouts
- Speech handouts: Distribute your article with your business card and company information to all attendees.
- Business cards: - Place an important quote from your article on your business card.
Bill Stoller, the "Publicity Insider," has spent two decades as one of America's top publicists. Now, through his Web site, ezine and subscription newsletter, Free Publicity: The Newsletter for PR-Hungry Businesses, he's sharing his secrets of scoring big publicity. For articles, publicity tips and more information on the points he raised in this Top7Business story, visit PublicityInsider.com.
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Article Submitted On: September 06, 2002