Everyone knows value of free publicity. And given opportunity, most businesses would jump at chance to have a news article written about them, or to be covered by TV and radio stations.
But chances of those stories coming to you on their own are very slim. Thatís why smart businesses go out of their way to create news, and bring free publicity to them. And it takes a lot more than just your run-of-the-mill press release.
In fact, blanketing every available news organization with generic releases will do you more harm than good. Do it too often, and your releases will start hitting round file before they are even read.
Just like every other aspect of your marketing, publicity campaigns need to be targeted to be effective. Because even if you do manage to score a write up in your local paper, it wonít help you much if your target customer isnít a subscriber. Find out what papers and magazines your prospect does read, what newscasts he listens to or watches, and target those.
Once you have your targets chosen, make sure you have something that will be of interest to them. Remember, youíre not writing an ad for your business. Youíre trying to convince a reporter that you have a story she will want to cover. To do that, you need to know outlet youíre sending your release to, and what kinds of stories they consider news.