“Publicity is easy to get. Make yourself so successful that you don’t need it, and then you’ll get it.”
—Anonymous

Generating publicity is a cumulative process that is built by developing relationships. Your promotional efforts involve many of the same players, so it’s essential to create and maintain a record of them all. This is your media list.

Media lists are databases containing the names and information about people and organizations that can help promote your product or service. They’re your address book or Rolodex. They’re the roster of your network. Read More »

“Many attempts to communicate are nullified by saying too much.”
- Robert Greenleaf, founder of the Servant Leadership movement

Recently, the value of sending press releases has been questioned. Many feel that they are ineffective and a waste of time. Then again, all it takes is for just one press release to slip through and catch the eye of someone who then runs with your story. It happens all the time! Read More »

How often do you get lost because you don’t really know where you are going? You end up stuck some place you don’t want to be and in order to find your way you often must go back to where you started.

Frequently, you don’t know how to get back because you don’t know which route to take, and in the process get even more lost. And if you do get back, you may be too exhausted to start again.
Be careful—this can happen to your publicity campaign! Read More »

The term “public relations” consists of two words, “public” and “relations.” Relations with the public are publicists’ inventories. Relationships are the most valuable assets in publicists’ portfolios. The most valuable relationships are those with the media because they in turn produce relationships with the greater public.

And by media we mean both the traditional media—print and television news reporters—as well as the new media—bloggers, podcasters, and social networkers.

Generally, you won’t see immediate results because these types of relationships must be nurtured. Read More »

People want you to be authentic. They want to know that what you say is true, that you will deliver as promised, and that your product or service will work as advertised.

If you hope to garner great publicity, your campaign must be authentic as well. It has to come from within and reflect what you truly believe and how you actually perform. Never promise what you can’t provide and make sure whatever you are putting out there is the truth.

Publicity never sleeps — it’s an ongoing, 24/7 battle — so you can’t sleep either. Read More »

In our busy world, no one has time for the full story—they want a synopsis, a digest, a capsule that takes only seconds to deliver, is easy to swallow, and resonates in their minds. And it must contain everything they need to know.

Since publicity is about getting your message across, brevity is a must. You must create a short introductory message that will cut through the din and draw attention to who you are, what you do, and the benefit it will provide. We call these messages sound bites.

If you want to get your message across, you need a great sound bite that will immediately capture the attention of busy people. When you get an opening to deliver your sound bite, you better make it good! You must deliver your sound bite quickly, clearly, and compellingly. The more briefly you say it, the better it is. Read More »

Good question. Some people believe that press releases are obsolete and that no one actually reads them. True—most press releases are not read thoroughly, but they are scanned.

People glance at headlines and bullet points and give most releases a quick once over. So there’s always the chance that yours will grab their attention as long as yours has strong headlines and easily accessible information. Read More »

Publicity will put you on the map because it:

- Builds your identity.
- Increases your visibility.
- Generates name recognition.
- Gets your message across.
- Compels people to buy, invest, and do business with you. Read More »