UPDATED: Getting Buzz on a Shoestring Budget: How to Get Publicity for Your Small Business or...

Getting Buzz on a Shoestring Budget: How to Get Publicity for Your Small

Business or OrganizationPresented by Audience Matters, Inc.

When You Audience Matters, Your Message Matters.

Audience-Driven Social Web Branding Strategy(404) 913-3340

[email protected]

© 2012. Audience Matters, Inc. All Rights Reserved

http://www.myaudiencematters.com/

mailto:[email protected]

Who Am I and What Do I Know About Publicity?

I’m Dahna M. Chandler, a professional social web branding strategist.

I am an award-winning, serial entrepreneur and journalist and former reporter for Black Enterprise magazine.

My clients have included major nonprofit and government agencies and include consultants, physicians, law firms, staffing agencies, elected officials and candidates for public office..

I’ve been doing publicity professionally since I was a teen working for my father, Dana C. Chandler, Jr., a world-renowned visual artist for whom I act as artist representative and art sales agent.

I’m passionate about writing journalistic style content. Passion counts!

© 2012. Audience Matters, Inc. All Rights Reserved.

In This Presentation, You’ll Learn…

What publicity is and is not. Why publicity vs. advertising. Some basics on crafting publicity materials. Some best practices on getting publicity. Ways to get do publicity on the cheap. How to keep getting publicity once you start.


Real Publicity, Done Right, Leads to Real Credibility for You and Your Organization or

Business


It’s getting the news media to tell your story to your audience again and again. Then, having that audience spread the word about you or your organization. It’s you being a regular source of news for the right media. It’s a real story of the kind news journalists and bloggers write and want to tell. It’s not flagrant promotional pitches and advertising. It’s not boring or only about you and your company or organization. It’s audience-focused and audience means both yours and the media outlet’s. Social media can be a primary source of user-generated publicity, too, especially

when used to get your news gets mainstream media attention.

But, What is REAL Publicity?And, What is NOT?


What Constitutes News Media?


Print media including newspapers, magazines, newsletters and industry trades. Broadcast media including all forms of over-the-air television and radio. Online media including the web versions of the above and independent web-

based news outlets. Social media (where there is a large subscriber base ) including YouTube and

Blog Talk Radio-based news shows, podcasts, blogs, Twitter and other social media sites like Tumblr, Storify , Pinterest and Scoop.it.

More powerful when the content is produced by a media outlet, journalist or credible blogger.

Mobile media-based news content on phones, tablets and other mobile devices.

Includes traditional media and alternative media.

What Constitutes News Media?


Publicity Advertising

Free coverage Paid space

Little to no creative control Almost complete creative control

High public trust Low public trust

Editor controlled Client controlled

Limited ‘air’ time Unlimited ‘air’ time

Tells a story Does a sales pitch

Relatively inexpensive Relatively expensive

People share it People ignore it

Publicity vs. Advertising


So, Which Is Better for Your Business or Organization?


Getting Started…Know the Rules, First


Must be newsworthy. Must be timely. Must be professional, well-written/well-produced content. Must be relevant to audience and journalist/blogger/news

outlet. No blatant sales pitches; avoid hype. Must be credible, verifiable. Must be submitted the way the journalist/blogger wants to

receive it.

Being Breaking News

Have a story to tell and learn how to tell/write stories.

Be an expert in your field/industry. Get into expert databases like ProfNet, HARO,

Reporter Connection. Learn how to pitch the press and craft press

materials. Do speaking engagements; be open to interviews in

local, regional or small markets. Write blog articles and newspaper columns. Be interesting, approachable, professional.


Crafting Press Materials


Be professional; no typos, grammatical errors, sloppiness. Be visual; add photos, videos and logos because they catch

the eye better than text. Be brief; avoid sending whitepapers, reports and long press

releases if not asked. Be thorough; when asked have ready and send a complete

electronic or print media kit (including press releases, press slicks, past media appearances, photos, videos , etc.)

Don’t be promotional; this isn’t an advertising kit. Know the difference.

Should be written like a news story. Should not be boring. Be creative but don’t exaggerate or lie

to make it more interesting or seem more significant than the story is.

Should be specifically written for the audience—the journalist/blogger and their readership.

Should be written with lead times and, when necessary, editorial calendars, in mind.

Should be able to be distributed electronically and in print form.

Press Release Basics


Know what your distribution strategy is advance. Press release distribution service, direct to media outlet or social media?

Avoid having posted on junk sites to spam the search engines; they penalize for that—sometimes even blackball.

Make it multimedia—those get read and distributed 77% more often than text only releases.

Make sure you add correct, professional contact info (avoid hotmail, yahoo and even gmail email addresses).

Be available and respond promptly to ALL press inquiries.

Press Release Basics


Publicity on a Budget


Do it yourself. That is write/produce it and distribute it yourself.

Use low-cost but high-quality press release distribution services like Send2press.com

Use social media to reach members of the media and ask friends to share your news, content.

Write for local newspapers or contact their editors about your story; they’re always looking for content.

Write letters to the editor.

Publicity on a Budget


Research, carefully craft a pitch then contact local broadcast press, share your expertise and ask to be a guest on their show.

Volunteer, sponsor or co-sponsor events, give gifts to charity and ask for promotion in organization’s media materials in exchange.

Create networking groups, email lists, newsletters as a way to get the public talking to and about you.

Add a media room/kit to your website or blog; republish press releases there and ask others to publish your stories on their blogs.

Be a source for the media; be interesting to your audiences. Put out at least one, preferably multimedia, press release a month

(Remember, though; it must be a REAL story, not a advertorial.) Announce changes at your company that are significant. Ask your friends, connections, followers and fans to promote your

business or organization. Use the appropriate media and distribution strategies to keep buzz high

but prevent spamming the search engines. Constantly be improving your presentation, press/blogger relationships

and social/professional network. Get out on the speaker circuit and get word-of-mouth and word-of-mouse

about you going.

How to Keep Buzz Going


A Few Caveats…

Know your limitations. Hire an experienced agency, consultant or

coach if you just can’t produce media distribution quality content, develop an appropriate media relations and content strategy or don’t have the time to do it right.

Poorly done publicity is worse than not trying at all.


A Few Resources That Can Help…

www.publicityinsider.com www.publicityhound.com www.entrepreneur.com www.socialmediaexaminer.com www.marketingprofs.com www.about.com www.google.com (search: “publicity on a

shoestring budget” or “low budget publicity”.) Experts on social media, especially Facebook,

Twitter, YouTube and LinkedIn.


http://www.publicityinsider.com/

http://www.publicityhound.com/

http://www.entrepreneur.com/

http://www.socialmediaexaminer.com/

http://www.marketingprofs.com/

http://www.about.com/

http://www.google.com/

(404) 913-3340#audiencematters

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http://www.audiencemattersmedia.com/

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http://twitter.com/BAudienceDriven



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UPDATED: Getting Buzz on a Shoestring Budget: How to Get Publicity for Your Small Business or...

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