Building Buzz
Public relations and publicity is simply about
using tools and resources to help get your business'
moniker in print, on the airwaves and getting
the word out there about you and your business.
It's about building buzz. It's also about tapping
into techniques that help to position you as an
expert in your field and your company as an industry
leader.
Although advertising has its place in the overall
marketing mix, media coverage is important for
a couple of reasons. First, it's simply more believable.
Let's say you see a half page color ad for a local
dental practice. Then, you read a warm and fuzzy
story about a local dentist who donated his time
and resources to fill cavities for a bunch of
underprivileged kids. What would you find more
believable, memorable and possibly persuade you
to take some action – the ad or the heart
warming story about the kind dentist? Odds are,
the next time your back molar has you seeing stars,
you're calling Dr. Altruistic.
Second, public relations, when managed right,
can also be a lot less costly than advertising.
The truth be told, much of what you read in newspapers
and magazines, hear on the radio or see on television
is there with the help of a public relations firm
or publicist. It’s their job to get chummy
with the media, build relationships and work to
get their clients’ stories in front of the
public.
First things first, though. It's critical to adopt
a p.r. mindset. If you're like most people, you
likely feel that talking about the glories of
you and your company is a wee bit impolite, if
not down right egotistical. Get over it. Your
publicity helps potential clients and customers
find you so you can help them. Plus, it helps
to add a lot of credibility to your products,
services and your brand.
Getting your name in print, both online and off
can be a huge shot in the arm for the growth of
your business. But, it's usually not going to
happen on it's own and it's not going to happen
overnight. It requires careful planning and consistent
implementation. It requires you to skillfully
craft your story – your unique message and
spin.
In the next edition we'll talk a bit about various
places where you can get yourself some 15 minutes
of fame ... and hopefully much more.
Don't forget to forward
this newsletter to your business associates.
The
Odell Team
330 Schneider Street, S.E.
North Canton, OH 44720
330.499.3441 voice
330.499.0596 fax |
