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Seven Ways to Get Publicity Without Breaking the Bank

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Seven Ways to Get Publicity Without Breaking the Bank Seven Ways to Get Publicity Without Breaking the Bank By Thea Wood, MBA, AICI CIP Publicity companies are great assets if you can afford 1. Payment-By-Results. If you decide to go the PR them. They provide mass emails to media contacts in agency route, consider this approach. There’s a basic targeted industries. PR agencies can help get a product fee plus a success fee (meeting the agreed upon into the hands of a celebrity (a great marketing strategy), goals). Consider what your goals are and the pros and or land you an interview for a magazine, television show cons before committing. Here is a list of PR Agencies or podcast. They can even help a video go viral. The in the U.S. and International from O’Dwyers. problem for many independent business owners is that 2. A La Carte Pricing. Just need a press release written the cost is prohibitive and may not always show tangible and/or distributed? Or setting up a specific social results you were expecting. media campaign? Many agencies will do that for a flat fee, but there are also online services that fit Most PR firms ask for a 6-month or longer retainer fee. a small business owner’s budget. Here is a list of Boutique agencies charge the least amount: between press release services with estimated pricing from $2,000 and $5,000 in the United States, according to FitsSmallBusiness.com. GetMustr.com. That’s a tough pill to swallow if you’re 3. Contribute to a Magazine. A good way to get started uncertain of the investment in the first place. is by subscribing to HARO. It sends daily emails with Here are seven ways to get publicity without breaking topics that media outlets want to publish. If you’re an bank. Post your comments and feedback on expert in an area (which you are), they will consider www.facebook.com/AICI.ImageConsultants. you! Read the directions carefully before submitting copy. 4. Get on a Local Morning TV/Radio Show. Stations 7. Network, Network, Network. If your name becomes have programming directors who decide what associated with a certain service or expertise in goes on air and may be the first person to contact. influential circles, an editor or programmer may However, many stations are on tight budgets and contact you for a feature. Or, if you contact them, the show’s on-air personalities may be calling the they will have heard your name already and you won’t shots. Find out who the right person is, and call or have to work so hard to earn their trust. email with a short pitch that quickly states a timely and valuable segment that you can provide. Stalwart THEA WOOD, AICI CIC, MBA, is the co-founder of SheSpark (a Communications offers useful advice. digital magazine for women over 40), author of Socially Smart 5. Go Viral. Viral videos and trending topics on social and Savvy, and an image consultant based in Austin, Texas. media often dictate what major media will cover. Just ask Justin Bieber. SproutSocial.com outlines 8 steps to getting content to go viral. 6. Get a Media Coach. Media coaches or trainers will give you the tools necessary to present yourself effectively in front of the camera and/or microphone. It’s the difference between appearing like a professional or amateur. Research coaches and trainers in your area: you may have to travel to a major city to find someone with valuable experience..
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