How to Use Publicity to Your Advantage

Today we are going to review publicity. Maybe some of you will be asking yourselves "What is publicity?” Simple answer, publicity is the attention that the media gives you. This is really important to entrepreneurs and business owners because publicity often will cost you very little, or in some cases, nothing; if you have a limited budget for marketing this is your best deal. Another reason why publicity is your ally, it’s because it’s more credible than advertising. Your business will have more chances of being known if you are in the newspaper article of your city.

Become Unique and Interesting

So the first step to take is making your business newsworthy, this is really important because we often believe that something is important, but to the media, it really isn't. For example, do not contact your local newspaper if your restaurant will offer burgers; that is nothing new. Instead, opt for writing a press release stating that your burgers are organic and that you use local meat, that your burgers are healthier yet bigger than a Big Mac. This will have more chances of being advertised than a simple "I sell burgers" article.
If you really want your business to be known in town, focus on detailing what makes your business unique. Remember, it’s not what you do, but how you do it.

Write a Press Release

A press release is a written or recorded statement directed to the media to get their attention. A good eye-catchy press release will surely get the attention of the media. It also makes the reporter's life easier because he/she will no longer need to do much research on your business.
Keep in mind that this is the media that we are talking about; A.K.A grammar Nazis. Review your press release and make sure that you are making sense. This includes grammar, organization, thesis, and conclusion. Additionally, review your contact information and make sure everything is updated. 

Update ALL Your Social Media 

If for whatever reason the reporter decides to research your business, there is nothing more disappointing than a Facebook page that has not been active for a while, You can almost see electronic cyber spider webs on the corners of the Facebook page. If you were a reporter, how would you like a social media page to look? Then do exactly that. We are not talking about a post every thirty seconds, but at least some activity each week. In a world where technology predominates, your social media pages talk just as much as the words coming out of your mouth.

Go Philanthropist, Go Community Member

Nothing attracts the media more than local community events. If it’s in your budget, donate to charitable causes. If not, be a member of the community and participate. Remember that donating is not always about money. Do you have old uniforms that could be donated to homeless shelters? How about furniture that is just sitting at your storage? Or what about canned food?

There are lots of ways to donate but participating in community events is always an option. If there is a "Walking Strides against Cancer Walk" in your area, be part of it. Order some T-Shirts with your business name and walk the talk. This will improve your options of the media spotting you.

"And the Winner of this Contest is...."

Being a member of the community will give you the chances of participating in contests around your area. "Oh there is a Salsa Contest in the local farmers market" be a part of it. "Ohhh there is a dance contest at the local theater" be a part of it. "Ah there is Basketball contest on the local community center" be a part of it. There is not a contest in your area? Be the pioneer! Use your networking and create a contest that will draw the attention of the community and the media. Remember to make it fun and active to as many people as you can. 

Publicity is a powerful tool that all entrepreneurs and business owners could take advantage of. If you are new to it, it might seem as a useless step and a waste of energy. But once you get the idea of it, not only you will save tons of money, buy you will also make your business know in town.