How To Obtain Free Business Publicity
Product publicity is the "secret pathway" to business success everyone wants. In simple terms, product publicity is a kind of advertising that costs you nothing, yet brings in the orders for you.
Regardless of what kind of business you are operating, you should want, and strive for, as much publicity for your business and your products or services, as possible. After all, it's "free advertising" that is essential to the growth of your business. However, your publicity efforts should be well though out, and preplanned for maximum results.
The first, and basic form of obtaining publicity is through what is known as the press or news release. This is generally a one page story about your business, your product/service or an event/happening related to your business that is about to, or has recently occurred. These publicity stories are generally "shot-gunned" to all the various media: local newspapers, radio and TV, and trade publications.
Problem number one is getting the people to whom you have sent these publicity stories, to use them - publish or broadcast them. And this leads us back to the "right way" of writing them and sending them in.
In every case, send a short cover letter addressed to the person you want your material to be considered by... This means that you send your story to the city editor of the newspapers; the news directors of the radio & TV stations; and the managing editors of the various trade publications. It will do you no good what-so-ever, to send your material to the advertising, circulation or business managers - describing how you are a long-time advertiser, subscriber or listener. The most important thing is that you make contact with the person who has the final say as to what is to be published or broadcast, and at the bottom line - this person's use of your material will somehow make him a "hero" to his or her readers, viewers or listeners.
The cover letter should be a short note. Go to a paper supplier - tell them you want a hundred of so sheets of good bond paper - 8 1/2 x 11 preferrably in a pastel color such as blue or ivory - and that you want this paper cut into quarters, giving you a grand total of 400 sheets of note paper. "From the desk of..." note sheets are too elaborate until the people you are contacting get to know you - first time around, and until they use your material, don't use t
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