Pursuing Publicity
Publicity (assuming it’s positive) is an image-building tool for your marketing toolbox. It’s not usually about a direct offer—unless you’re, say, announcing a free service of some kind that is addressing a need in the community. Instead, it’s about presenting your company in a positive light. You can do so by:
Sending out company news – Adding a division, new service or additional employees is certainly worthy of a media release.
Sponsoring charitable and sports events – Giving your support to a local team, tournament or charitable event helps build goodwill. Plus, sponsorship packages usually come with promotional benefits, such as including your logo and company name in event materials.
Being interviewed by the media – Building a relationship with local media can help you get interview opportunities when they need a source for a story. Perhaps they’re looking for an expert to address a big weather event—such as a snowstorm or heat wave—or they’d like to give tips on energy efficiency or home safety.
Getting involved in your community – Volunteer at community events, serve on boards, participate in business groups and look for other ways you can be visible and active as a leader in your community.
Serving as a public speaker – If you’ve got the skills and a good topic to present, you may wish to speak to civic clubs, young leaders’ groups, senior citizen activities, women’s groups or other organizational meetings.
Announcing awards and recognitions – You might have to apply for an award first, but don’t underestimate the opportunities to pursue recognitions that will give you third-party validation. If one comes your way, be sure to prepare the media release that spreads the news.
Amplifying through social media – Whenever you do any of the above or other positive steps, share the news again through social media.