The Big Bang Publicity CampaignWritten by Anne Marie Baugh
Famous is as famous does and famous get known through publicity. Yes, thatís right, fame doesnít discover you, you create it through strategic campaigning. Whatís more, techniques for increasing your exposure isnít as difficult to attain as you might think. A great publicity campaign starts with courage, then planning, and lastly, it succeeds through persistence. If your not sure why you should seek fame, consider fortune because two go hand in hand.
Fame will bring your business into forefront of your target audience faster than any advertising campaign can hope to do. It solidifies you as an expert and creates a deep, abiding confidence in consumer. It makes you a shining star with infinite possibilities. So whatís are steps you ask? Well paste a gold star to your forehead and letís get started.
1. Press Releases: Increase awareness through a press release. Yes, I know, press releases have become quite popular little tool around cyberspace with releases being blasted hither and there, but is it working? Probably not. Blasting your press release will bring blasted little results. Instead, thoughtfully put together a very dynamic one page press release and target publications that would be most interested in you and your business. Donít drone out details, make that press release sing your praises. Then send it to a real live editor and follow up with a phone call. In other words, let press release be invitation to your follow up phone call. Begin making connections with media. Be polite, be excited, and be patient.
2. Create A Press Kit: A Press kit is basically an exaggerated press release turned into a package. Itís more complex, tells more about you and your company, and is all pulled together into a nice neat folder. Of all questions I receive, first is, what is a press kit? Simply, it is a folder of information about you or your business. It should contain:
A. An Introduction Letter B. One or Two Press Releases C. A Fact Sheet (This contains facts about you or your business.) D. Bio Sheet (Which is a biography of you and your accomplishments.) E. Copies of Published Articles F. Company Literature G. A Business Card
Think Like a Publicist To Achieve Like a StarWritten by Anne Marie Baugh
Have you picked out your Oscar's night outfit? I have. You should. Have you thought about what you will say when you accept your award? I have. You should. At least in your mind, that wonderful playground for imagination - very place we are going to venture today for great publicity ideas.
Razzle, dazzle, sparkle, and shine. Isn't this how we think all those stars get to Oscars in first place? However, it's less glitter, and more planning that creates reality. First comes dream, then work, then usually a host of disappointments to test resolve, then a series of small successes, and then....publicity. It is a fairly predictable road, but often as business people we forget to plan our own personal Oscar's night.
We also miss key ingredient - publicity. Marketing is what gets you in front of your target market to make sale. Publicity is spotlight that shines on you and solidifies you with mass appeal as popular expert in your field. You drive marketing to your buyers. Publicity drives masses of buyers to you.
When your focus has been marketing it's a little tricky to change your paradigm to publicity. However, important difference between marketing and publicity is your target audience. You are no longer pitching to buyers of your product or service, now your audience is media. This means editors and producers. These important people are looking for one thing, story. A unique story. Something inspirational, motivational, newsworthy, or educational. Period. Nothing else will do.
In order to be successful in media you have to think like a publicist and find your unique story. If you don't have a story, it's time to create one. What is unique about you or your business? Sometimes it's an attitude. Like employer that regularly asked her employees what they didn't like about their jobs and then proceeded to shift responsibilities. It may be an event, like a charitable event that raises money for starving children but serves beans and rice at gala event to demonstrate how it feels to be poor. It may be your wit, your way of thinking, what you care most about, or how you integrate your values into your business. Only, you can find it, but trust me, it's there.