The Art of Business Publicity

Wonder how to get your business noticed in the Information Age? Here are some techniques for generating publicity about your business.

Know the power of the press release. Yes, they’re still called press releases, and they still hold a lot of weight even for digital media-when well-written. Print, digital and broadcast news outlets receive piles of press releases every day. So how can you make yours more likely to be noticed? Content is the key, and you should always ask yourself this question before creating and distributing a press release: “Is this really news and why?” Those are the first questions that reporters or editors typically ask themselves when they receive press releases. Examples of good topics include:

• expansion or relocation
• announcement of a major client
• a community service provided by your business

Start your press release with a catchy, relevant headline. Once your readers are hooked, don’t let them forget why they’re reading. The first 30 words of the first paragraph are key: They should quickly and clearly explain the “5 W’s” of your news: who, what, when, where and why. Your press release also should include:

• Approved, relevant quotes from you or other representatives of your business-or customers. These add life to press releases, and they can be time-savers for reporters and editors.
• The name, phone number and email address of a contact person, and your website.
• A brief boilerplate statement about your business and its history.
• Photos or graphics (maps, charts, logos).

Get established. Beyond the press release, there are ways you can “create” news, notes the Service Corps of Retired Executives (SCORE). These include speaking at a seminar that gets news coverage or providing expert commentary on a trend-local news organizations crave sources to help them “localize” stories on everything from housing to health care and more. Or consider writing a letter to the editor of your local newspaper. It’s also important to develop strong relationships with members of the media. Gather names and numbers-this will help you when it’s time to send out press releases. Tyler Osby, co-founder of Four Legacies Mortgage in West Des Moines, Iowa, relies on building rapport with the local media. “If there’s a story that’s worth telling, I pick up the phone and talk to them,” he says.

Start blogging. Blogs are booming. And because they generate awareness, supplemental blogs can be a boon to your business. That’s what Osby learned after launching his blog, Wealth With Mortgage. Topics include “Understanding the Fed” and “Mortgage Rates are LOW, Have You Seen Them?” The blog focuses on explaining mortgage-industry happenings in an understandable format because, for Osby, raising awareness and educating his audience go hand in hand. “You’ve got to be able to educate your audience before they meet with you,” he says. “Informing our audience makes us more approachable.”

Osby’s tips for blogging success? Develop original content and make it user friendly by writing in a personable tone. “You want to make sure that what you’re putting out there is valuable to the audience you want to attract,” he says. “Remember that you’re building a community-the more of a trusted resource you are, the more people will point to you online.”

Consider recording videos of you speaking directly to your audience about the content you’ve created. Or try podcasts-radio shows that your readers can download and listen to on the go. Both can add personality to your blog and generate response by readers.

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