Generating Publicity with Letters to the Editor

Written by John Calder


Publicity is a very different beast than advertising.

DEFINING THE DIFFERENCE BETWEEN PUBLICITY AND ADVERTISING

Dictionary.com defines Publicity as "Information that concerns a person, group, event, or product and that is disseminated through various media to attract public notice."

Dictionary.com also defines Advertising as "The activity of attracting public attention to a product or business, as by paid announcements inrepparttar print, broadcast, or electronic media."

Whilerepparttar 100761 two concepts seem very similar in nature,repparttar 100762 real difference lies inrepparttar 100763 word "paid."

PUBLICITY IS NOT ALWAYS FREE

If certain resources need to be gathered together to launch a drive for publicity, thenrepparttar 100764 publicity cannot be thought of as free.

In fact, some publicity stunts can be very expensive to plan and to pull off. Additionally, press releases can consume a lot of time or money to get them torepparttar 100765 news sources that need to see them. Constructing an effective press release often requires a writing specialist to construct it. Then press release distributions can run $300 apiece if an experienced third-party vendor is contracted to get them delivered.

No matterrepparttar 100766 cost of effective publicity,repparttar 100767 cost ofrepparttar 100768 same amount of media attention generated by advertising will always be much, much greater.

WITH THE RIGHT ANGLE, YOUR PUBLICITY CAN COST EVEN LESS

Joe Vitale has toldrepparttar 100769 story about howrepparttar 100770 U.S. Parachute Association wanted to draw attention to one of their events. They had hired publicist Linda Credeur to help them to develop ideas to promote their upcoming event.

When Linda learned thatrepparttar 100771 elder George Bush had beenrepparttar 100772 only U.S. President to parachute from an airplane --- in WWII --- Linda thought it would be a great idea to "invite Bush torepparttar 100773 convention, and to even give him an award."

Although George Bush generally gets $50,000 an appearance, Linda was able to get Mr. Bush to attendrepparttar 100774 event for free. Joe said thatrepparttar 100775 event was able to generate "wall-to-wall news coverage" with at least four camera crews in attendance for a week.

To readrepparttar 100776 full story, please visit Joe Vitale's site at: http://www.mrfire.com/0018.html

LEARN TO SCALE YOUR PUBLICITY

Not all of us haverepparttar 100777 resources to pull off an event onrepparttar 100778 magnitude ofrepparttar 100779 U.S. Parachute Association convention. Despiterepparttar 100780 fact that Mr. Bush attended and participated inrepparttar 100781 event for free --- Bush even made an additional jump on his 75th birthday two years later ---repparttar 100782 convention still requiredrepparttar 100783 U.S. Parachute Association to corral a lot of resources to make their event successful.

Just One Small Slice of Media Publicity

Written by John Calder


Take a short break from your daily grind and considerrepparttar following questions

- Do you spend large amounts of time and money trying to figure out why Google prefers someone else’s site over yours? - Are you on a never ending quest for a magic trick that can help you blow pastrepparttar 100760 800+ pay per click competitors in your keyword category? - Do Page Rank fluctuations strike fear in your heart?

Ifrepparttar 100761 above applies to you, and if you still aren’t seeingrepparttar 100762 results you desire, you’ve got a clear case of “marketing paralysis”. Don’t worry, though. It’s not fatal when treated early. So, what’srepparttar 100763 cure, you say?

The cure is: Perspective.

Internet Marketing (as currently taught) paints a very narrow view of your strategic options. The books and courses you study tout search optimization and pay per click marketing asrepparttar 100764 holy grails of profit when, in fact, those methods may not representrepparttar 100765 fastest and most appropriate way to generate targeted leads for your product.

The Internet: Just One Small Slice of Media Publicity

Take out a Post-It Note and writerepparttar 100766 word “Publicity” down in big, bold letters, then stick it on your monitor. When you get stuck in a rut, take a look at that word and let yourself conjure up allrepparttar 100767 ideas, images and associated meanings surrounding it.

Once you complete that exercise, remind yourself ofrepparttar 100768 following: Your status as an online entrepreneur does not preclude you from exploring advertising outlets in other media. Internet Marketing represents only one subset underrepparttar 100769 general category of publicity.

The Internet’s distinction as an entity, apart from traditional media, grows increasingly arbitrary with each passing day. If you want to know what fuels massive search activity, and what creates legendary domain names, pay attention torepparttar 100770 offline media of print, radio and television.

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