What Publicity Isn’t
Publicity has grown to encompass so much, with the increase in social media and online video options which all lead back to search engine optimization (SEO) that it’s easier to define publicity by what it isn’t, rather than what it is.
Publicity Isn’t
Being Fake
Publicity will do nothing for you if it’s based on a negative. Being fake in any of your marketing efforts is always a negative.
So never promise what you can’t deliver. Don’t send a press release the week before you go on vacation. You have to be prepared to deliver what you promise to interviewers as well as to your customers, otherwise you risk the media going to an available competitor for comment.
No matter what they say not all publicity is good publicity. You can’t convince me that bad publicity is a good thing for any business that wants to grow and build a loyal following. Controversy does have it’s limits.
So you want to resist the urge to cop an attitude or build some sort of persona if it is not true to your core identity. The process of publicity isn’t about creating a facade but of creating personal connections with a wider audience. Be real and be positive about your offer and the needs you fill.
Of course you want to focus on the most unique and newsworthy parts of yourself and your business. Putting your best foot forward is essential to getting media coverage that’s flattering.
Publicity isn’t…
a replacement for other marketing efforts
While publicity can bring in significant value, it cannot replace other marketing efforts, simply because you can’t control the entire process of publicity. You need to have some efforts where you do control the entire process in your marketing. There are too many variables in media coverage that can’t be controlled to count on it to bring you traffic when you need it, especially if you are seeking it through traditional news media. Earthquakes, Hurricanes and other natural disasters can knock scheduled coverage off the agenda and there are no assurances that it will be rescheduled.
Publicity Isn’t
All About You
Just like traditional marketing that you pay for, you have to keep your focus on your target market. In this case you have to aim for the area where your target market and the media you are aiming for cross paths. If you are aiming for 19 year old’s, newspapers might not be your best target. Don’t go for media that will stroke your ego, go for the media that is going to get you in front of your best customers and people like them.
If you want to learn more about publicity and how to use it in your small business, whether you are home based or serve a local market, do visit my website at PKMarketingSolutions.com and sign up for my newsletter for more free tips, articles and resource suggestions on marketing and promotions for small business or visit my contact page to hire me for a publicity consultation.
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