Mary Gormandy White
your goal is to grow your business, one of the most important things you
can do is spend time learning how to generate publicity for your
The key to getting publicity
for your company is to develop and implement a sound public relations plan
that focuses on activities designed to attract positive media attention to
the activities of your business.
Three of the best techniques for generating publicity include:
1. Special Events
Hosting a special event is a
great way to generate publicity for your company. There are many
ways to generate free publicity for events that are open to the public.
Many websites and newspapers have special sections dedicated to community
events, and you can submit information about any events that you have
scheduled for publication consideration.
For example, if you are opening a new location, you might want to consider
holding a ribbon cutting ceremony. Even if you aren't moving, you
can schedule an open house event. While the news media aren't likely
to attend the actual event, any pre-event publicity that you generate can
boost your business, and you will enjoy the added benefit of giving
customers and prospective customers a good excuse to visit your business.
2. Public Speaking Engagements
Most civic and professional
organizations schedule speakers for their weekly or monthly meetings.
Come up with an idea for an interesting topic that is related to your
business offer to speak to local organizations such as Kiwanis, Rotary,
the American Business Women's Association, and others.
The speaking engagement itself will give you an opportunity to make
contacts and let a new group of people know about your company. You
are also likely to find your name in print before the meeting, as most
organizations distribute news releases announcing upcoming speakers to the
local media and in print speaker bios in their own newsletters.
3. Cause Marketing
Pick your favorite non-profit
organization and do something that benefits the charity. By aligning
with a non-profit, you are able to do something for the good of the
community. This positions you as a good corporate citizen in your
area, which can have a positive impact on your image.
The news media in most communities tend to look very favorably upon
activities that benefit charitable organizations. When you engage in
promotional activities that directly benefit well-known, reputable
nonprofit organizations, you may receive positive press as a result of
By no means are these the only ways of generating publicity for your
company. There are many different ways to generate publicity for all
types of businesses. The first step in creating the perfect public
relations plan for your company is to learn everything that you can about
different means of garnering positive press for your company.
Gormandy White is co-founder of Mobile
Technical Institute, where
she teaches seminars, classes, and makes conference presentations
on public relations, marketing, management, customer service, and
communication. Visit http://www.dailybizsolutions.com
small business marketing, PR, and management advice.
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