Articles for Business Professionals Get Your Free Media Exposure Send out a News Release The Body Shop Canada spends very little money on advertising yet they have received 'free' media coverage worth millions of dollars from the special events they run, social campaigns they support and awards they received. You too should be receiving 'free' media coverage for the things you do. Advertising is only one way to reach your market. It works best when your prospects are ready to buy. But if they are not ready to buy they might not even notice your ad. For that reason it is better to run multiple insertions instead of one large ad. Your prospects are likely to read 'news' about you even if they are not buying at this time. 'Why should you care about those that are not ready to buy?' you ask. Because most believe and remember news more than an ad - so when they are ready to buy they think of you first. Most importantly your prospects and clients must see you repeatedly to notice you, remember you and value your business. Advertise and supplement your marketing with news. Just imagine the impact if Peter Mansbridge talks about your company expansion on the evening TV news or the national business papers report on your new product launch. The first thing you need to do is stop being shy about your business. "But I'm not news worthy," you protest. Nonsense! If you are in business you are doing interesting things. Not interesting for everybody but interesting for some. And some media may find it of interest to their readers, viewers or listeners. I have read the results of several studies that indicate at least 50% of the reported news is the result of the media receiving news releases. Some studies claim as high as 80% of the news is from news releases. Press release or news release -what is the difference? They are the same but I suggest you call it a 'News Release' - it sounds like it might be news while a press release sounds a bit like propaganda. Semantics you argue. Maybe but the perception of your news can make the difference between thousands of dollars of free coverage or nothing. What can you do to make news? There are three types of news you can announce to the media; 1. An event or milestone, 2. An award or acknowledgment and 3. Information. Consider these news ideas: 1. An Event or milestone. (You can announce both before and after the event) Launching a new product Opening a new location Anniversary of business Signing a big contract Open house or tour 2. An award or acknowledgment You receive a professional designation or certification You receive a community award You sponsor a community event or charity You receive an award from one of your customers You give an award to one of your suppliers or customers 3. Information (This works best when it is timely to seasonal events or celebrations) Results of a survey you conducted Seasonal advice for safety or health Market indicators (Manpower, a temp agency, releases hiring estimates every quarter) Predictions (especially good at the beginning of new year) Tips lists How often should you be in the news? Set goals on how often you want to appear in the news. I suggest that you set a first time goal of at least every quarter then increase that expectation to every second month. To appear every second month you will need to send out news at least once a month because not everything gets used. You are still making progress even if you send news that does not get used. The media will start to notice you as an expert in your field. They will file your name in their experts' file. Then when they need a source for a comment or story they will check their experts' file first and call you. It may pay off months or even years later. After you adopt the mindset that you are newsworthy, start building your database of media contacts. Record the names of editors and reporters for papers and magazines in which you want to appear. Call local TV and radio stations and ask for the names of the news directors. Get the fax and phone numbers and mailing addresses. Build ongoing relationships with these media contacts. Call them to introduce yourself before you send them news. Before you send them information - discover how they prefer to receive it. Send them regular information about your business in addition to the news releases. And whenever they write or talk about you send them a thank-you note. It is flattering to appear on the evening news but it is usually more productive to appear in the trade magazine that your key prospects read. The main benefit to appearing in print is that you can photocopy the article and send it to your clients and prospects. Send copies to everyone on your media list to show them someone thinks you are newsworthy. It is the herd effect. If the media notices a few reporters clustering around you - they run up to get in on the story. Another point in favour of the print media is that we tend to give it more credibility then radio and TV. Frame the article and display it in your store or office and on your website. Andy Wharhol said, 'Everyone is entitled to their fifteen minutes of fame." If you have not yet had yours - go after it. If you already had your fifteen go after the next installment. © George Torok is co-author of "Secrets of Power Marketing: Promote Brand You". To arrange your keynote speech or training program call 905-335-1997 or email George@Torok.com. To receive a free copy of 50 Power Marketing Ideas® and your free subscription to monthly marketing tips visit www.PowerMarketing.ca More marketing articles: http://www.powermarketing.ca/marketing_articles.html George Torok Marketing blog: http://georgetorok.blogspot.com/