Getting free publicity

By Tina L. Pugliese, APR, Pugliese Public Relations

Do you read stories in newspapers and trade magazines about your competitors? Perhaps you know your company is as successful as they are with just as many positive stories to tell, but none of the articles you submitted have been published.

The first thing to understand is that journalists are not in the business of providing free publicity. Their role is to produce articles of interest to their readers, so you need to provide relevant information that they genuinely want to publish. As was said before, different journalists write in different ways for different audiences and it is essential to develop an understanding of their requirements before submitting any information to them.

A newspaper distributed in one city, for example, is unlikely to be interested in your new office in another city — but it may well be if you explain that you had to recruit specialized staff from the city the newspaper is published in, to address local skills shortages.

Be Strategic. Efforts to secure publicity need to form part of a strategy that supports your broader commercial objectives. Hold a meeting with your management team—with guidance from a public relations professional—to explore the rationale behind the publicity drive. For example, you may have expansion plans that rely on being able to attract and retain high caliber staff.

You therefore have two priorities: First, to position yourself as a highly successful employer that looks after its staff, and second, to ensure that customers know who you are, what you do, and why you are the best.

Know your Market. It is important to develop a realistic understanding of your target audiences: Who are the decision-makers? What size companies do they work for or run? Where are these companies based? How are they influenced? What publications do they read? You can only hope to make a meaningful impact on people if you know what makes them tick.

Focus on the Message. Once you have established what you want to create noise about and you have prioritized your target audiences, it is worth considering how you want to be positioned.

Seeing your company's name in print can be immensely satisfying but if the article does not communicate specific aspects of your service and expertise, it is unlikely to have the required effect. By consistently describing your company in the same way and communicating three or four unique selling points you are more likely to get your message across.

Tina L. Pugliese, APR is an executive coach and counselor for Pugliese Public Relations, a communications firm in Boynton Beach, Florida. Pugliese is an accredited member of the Public Relations Society of America, and is the author of the book, Public Relations for Pharmacists, and e-books, Marketing Your Business for Success, How To Work With The Media, and Public Relations Manual — A Guide for Entrepreneurs.  She can be reached at (561) 889-3575 and by email at Tina@PugliesePR.com.  Her web site is www.PugliesePR.com. 

Article excerpted from e-book, Public Relations Manual — A Guide for Entrepreneurs, by Tina L. Pugliese, APR.