how to get free publicity for your small business

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How to Get Free Publicity for Your Small Business

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Page 1: How to get free publicity for your small business

How to Get Free Publicity for Your Small Business

Page 2: How to get free publicity for your small business

Richard Branson

Donald Trump

Page 3: How to get free publicity for your small business

• Increased sales• Instant credibility• Helps build interest in your business• Helps ensure people recognize your name• It’s great because it is free or nearly free• Helps establish you and your business as an authority• Helps build traffic to your website

Benefits of Publicity

Page 4: How to get free publicity for your small business
Page 5: How to get free publicity for your small business

• Position yourself as an expert• Tie your business to current issues• Write articles for trade publications• Comment regularly by writing to the media• Participate at conferences• Blog and write a book

The Media Needs You

Page 6: How to get free publicity for your small business

• How did you start your business?

• Why did you start your business?

• What makes it special and unique?

• What makes it interesting?

What’s Your Story?You need an interesting story.

Page 7: How to get free publicity for your small business

As part of your marketing plan, develop a publicity strategy.

…Write it down!

Develop a Strategy

Page 8: How to get free publicity for your small business

• Your news must:– Be new, unusual, sensational– Affect many people and be of

public interest• It must make interesting reading,

viewing, and/or listening• It must be innovative, creative,

beneficial, funny or extraordinary

News Angle

Page 9: How to get free publicity for your small business

1. Do a customer service survey2. Create top 10 lists 3. Develop an annual community award4. Piggyback on a great story in the media5. Write a story about some surprising facts about your

industry6. Write a rags to riches story about yourself7. Sponsor a local community service project8. Disprove a well known myth9. Write a story about being the first10. Do some interesting research and publish the findings

10 Ways to Get Free Publicity

Page 10: How to get free publicity for your small business
Page 11: How to get free publicity for your small business

• Write “For Immediate Release” or appropriate date on the top of the page

• At the top of the release– Include a contact name– Phone & cell number– Email address– Website address

JEAN-PAUL, DELORIA & DELORIA 12345 Main Street Any City, Province V5H 4H9 Phone 123-456-7890 Fax 123-456-7890

Press Release Contact: John Stephens Phone: 123-456-7890

FOR IMMEDIATE RELEASE 9 AM EDT, September 23, 1998

HOW TO CUSTOMIZE THIS PRESS RELEASE

TO OPTIMIZE THE GRAY SHADING for your printer, click on the text

area, and choose Borders and Shading from the Format menu. Select

a new shade or pattern, and choose OK.

TO CUSTOMIZE THIS TEMPLATE:

Insert your company information in place of the sample text, and

change the header on page 2 (for multi-page stories).

Choose File Save As. Choose Document Template in the Save File

as Type: box.

To create a new document, choose File New to re-open your

customized template as a document.

TO DELETE A TEXTBOX, click on the border (the handles should

become highlighted), and press Delete.

-End-

How to Write a Press Release

Page 12: How to get free publicity for your small business

• Keep it to 1 page or less• Write it like a journalist would

write it• Develop a great short

headline– Five ways to avoid

investment mistakes– Four skills every

entrepreneur should have– 10 things you should

know before buying a home

– 6 things you should ask your contractor

– How to sell your home in 30 days guaranteed

Continued…

Page 13: How to get free publicity for your small business

• The 1st paragraph must summarize the news story and include the who, what, where, when, and why

• Thereafter write 3 or 4 paragraphs to explain in more detail

• Include quotes from an "expert.“ This could be you

How to Write a Press Release

Page 14: How to get free publicity for your small business

• Include statistics from a reliable source• Add a picture• Check spelling, dates, and details carefully• Keep it simple, write short sentences and avoid jargon

How to Write a Press Release

Page 15: How to get free publicity for your small business

• Identify magazines, newspapers, TV, blogs your customers read/watch

• Choose media you would like to get into– Start off with local media

• Target journalists that write about your industry

Target the Media

Page 16: How to get free publicity for your small business
Page 17: How to get free publicity for your small business

• Check newspaper websites for media contacts• Collect names of editors, reporters, and columnists• TV and radio: collect numbers for news desks and

program directors• Keep your list updated

Build a Database of Contacts

Page 18: How to get free publicity for your small business

Lastdetail.ca

Page 19: How to get free publicity for your small business
Page 20: How to get free publicity for your small business

• Use the telephone to follow up• Ask if the release has been received and if

there is any interest in it• Ask if they would like you to clarify anything• Ask if they require or would like to take

photographs• Encourage the reporter to contact you if

they need anything

Follow Up

Page 21: How to get free publicity for your small business

• Be well prepared• Have some statistics• Use examples that people can relate to• Set a time when you won’t be disturbed• Keep your answers simple, easy to

understand, and to the point• Relax and be yourself

Follow Up Interview

Page 22: How to get free publicity for your small business

• Remember nothing is off the record• Don’t bad mouth your competitors• Reporters are well trained to ask the

right questions• Ask the reporter what angle they want

and if they’re writing an article of interest to a specific target market

The Interview

Page 23: How to get free publicity for your small business

• Develop relationships with people

• Get back to reporters as soon as possible

• Help them out when you can• If they like you they’ll regularly

contact you

Make Friends With The Media

Page 24: How to get free publicity for your small business

• Send them a list of questions• Relax and speak slowly and

clearly• Ensure you’re in a quiet place• Repeat listeners questions if

live on radio

Radio Interviews

Page 25: How to get free publicity for your small business

• Send them a list of questions

• Relax and speak slowly and clearly

• Don’t look at the camera• Dress appropriately

Television Interviews

Page 26: How to get free publicity for your small business

• Put it on your website• Include a link on your Blog• Share it with clients• Put it in LinkedIn profile

Once You’ve Got Publicity…

Page 27: How to get free publicity for your small business

Join Our Community…

Facebook.com/bizlaunch

Twitter: @bizlaunch

Blog.bizlaunch.com

Page 28: How to get free publicity for your small business

To register for the next webinar visit:

www.bizlaunch.com