Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
8 Ways to Use Local Publicity to Drive Your Business > NetSparsh - Viral Content you Love & Share

8 Ways to Use Local Publicity to Drive Your Business

While scoring a
nice story in BusinessWeek or USA Today is something to
celebrate, there are times when you need to grab attention a bit
closer to home.

If your business draws its clientele from a specific town, city
or region, focusing your energy on getting an elusive national
publicity hit may be overkill, especially when getting publicity
where you need it -- in your home town -- is often so much
easier.

Let's look at some techniques you can use to reach potential
customers right where you live, through your local papers, radio
and TV stations.

1) Get to Know Your Business Editor.

Unless you live in a very large city, it should be fairly easy to
get in touch with the business editor at the main newspaper
covering your region. A simple call to introduce yourself and
let the editor know that you have some news to share is a good
start. Remember some of the golden rules of calling a
journalist, though: be respectful of his or her deadline (don't
call an editor in the late afternoon as deadlines approach) and
always start with "is this a good time to talk?" before kicking
into your pitch. In smaller markets, it may even be possible to
develop a personal relationship with a business editor, by
visiting the office or taking the editor to lunch. The bottom
line is this: keeping abreast of local businesses and finding
interesting stories to tell about people in the community is the
essential part of any business editor's job. He'll be thrilled
to hear from you if you can provide something new and fresh in
those areas.

2) Keep the Releases Flowing.

Once you've built a relationship with a business editor, keep it
growing by providing a regular dose of fresh news about your
company. Won an award? Hired a new executive? Investing in some
interesting new equipment? Scored a big new contract? Let the
editor know with a well-written, hype-free release. Don't feel
the need to pump out a release for every little thing but, if
it's something really newsworthy, keeping the editor in the loop
will help spur coverage on a regular basis.

3) Write a Letter to the Editor or an Op-Ed Piece.

If something occurs locally (or even nationally) that relates to
your business, let your voice be heard with a letter to the
editor or a longer "op-ed" opinion piece.

As a businessperson, your opinion matters when the subject
relates to your field of expertise.

Write a Regular Column. Many smaller publications (such as weekly
newspapers) are on the lookout for ongoing, well-crafted content.
You can fill their needs - and promote your business -- by
offering a regular column. Chances are, you've seen features
along the lines of "Ask the Handyman" or perhaps a health column
from a local doctor. Can you create a similar feature that taps
your knowledge or expertise? If so, craft a few sample columns
and present them to the editor of a publication in your area. You
might even suggest that you don't wish to be paid if your contact
information (your web URL, number, etc.) is included with each
column. You'll be providing great no-cost content for the paper
and generating strong local exposure -- and credibility -- for
your business.

4) Conduct a No-Cost Seminar.

Financial planners and real estate pros have known for years that
free seminars are a great way to drum up business and get local
publicity. Try developing a one or two hour seminar in your
field of expertise and offer it to the public. Make it meaty --
it can't simply be a promo pitch. Here's some ideas to get your
creative juices flowing:

* Remodeling company: "Remodeling projects that do the most to
increase your home's value"

* Doctor: "The latest research on extending your life-span --
explained and simplified"

* Stockbroker: "How to retire rich"

Promote your seminar by sending releases to the local media.
Keep your release entirely non-promotional. Highlight your
seminar as a public service, not as a commercial event. (Tip:
have someone videotape your seminar and offer the tape as a free
gift for future potential customers!)

5) Connect with Kids.

Local media outlets always enjoy stories that involve schoolkids.
Offer to visit a local school and talk to the students about an
important topic connected with your business or, better yet,
invite a class to come and visit your place of business. (If you
choose the latter, make sure that your business is somewhat
visual. Kids seeing how sheep get sheared or books get printed
makes for a good visual. A bunch of children standing in an
office looking at accounting tables doesn't.) Craft a release
beforehand -- this one probably works best with features and
lifestyle editors. Suggest that they send a photographer down to
cover the event. Also, it wouldn't hurt to get in touch with the
person at your local school district who handles media relations,
as they may prove very useful in drawing attention.

6) Partner with a Politician.

No matter how hungry you are for good press, I can guarantee
there's someone even hungrier -- an elected official. If you can
team up with a local politician for a charity, educational or
public service program, chances are you won't have to lift a
finger to get coverage. Your friendly representative, state
senator, mayor or council member will gladly work the press to
generate attention. A caveat: if you're going to hook up with a
politician, it's probably best to do it with someone who's not
considered a highly ideological or divisive figure, and try to
keep the topic as noncontroversial as possible. Let common sense
be your guide.

7) Get on the Air.

Radio stations are an underappreciated avenue for publicity.
Spend a few days listening to all the stations that serve your
area and seek opportunities to get on the air. Look for general
interest talk shows, locally-produced news programs and community
affairs programs. When you find something that seems
appropriate, contact the station and ask for the name of the
producer for that particular show or segment. Then, give that
person a call. Tell the producer what you have to offer and why
you'd make a great guest. And here's a bonus radio tip: offer
your products or services as on-air contest prizes for commercial
stations, or as pledge-drive premiums for public radio stations.

8) Make your Website a Local Resource.

Chances are, you've already got a website. Why not devote part
of it to your community? Set up a local message board to
discuss topics relating to your field. Have a local "Ask the
Expert" section where community members can get advice. Provide
local news, sports or weather. Donate part of your site to a
local organization (e.g. offer to post youth soccer scores and
news), donate part of a given day's web-based sales to local
charity. The possibilities are endless, so be creative and, oh
yeah, be sure to tell the local media about what you're doing!

Bill Stoller, the "Publicity Insider", has spent two decades as
one of America's top publicists. Now, through his website, eZine
and subscription newsletter, Free Publicity: The Newsletter for
PR-Hungry Businesses http://www.PublicityInsider.com/freepub.asp,< BR>he's sharing -- for the very first time -- his secrets of scoring
big publicity. For free articles, killer publicity tips and
much, much more, visit Bill's exclusive new site:
http://www.publicityInsider.com/

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

Philippine Star

2Do we need a PR for PR?
Philippine Star
September is public relations month in the Philippines by virtue of Proclamation No. 1357 signed on Aug. 13, 2007 by then President Gloria Macapagal-Arroyo. As such, the Public Relations Society of the Philippines (PRSP) is tasked to hold a public ...


Politico

PR firm helped Whelan stoke half-baked Kavanaugh alibi
Politico
CRC Public Relations, the prominent Alexandria, Virginia-based P.R. firm, guided Whelan through his roller-coaster week of Twitter pronouncements that ended in embarrassment and a potential setback for Kavanaugh's hopes of landing on the high court, ...

and more »

Spectrum Named 2018 Medium PR Firm of the Year by PR News
Markets Insider
WASHINGTON, Sept. 24, 2018 /PRNewswire/ -- Spectrum Science Communications, a leading independent health and science public relations agency, has been named PR News' 2018 Medium PR Firm of the Year. This win comes during a pivotal year for ...

and more »

PRWeek

'PR is having its moment in the sun, despite confidence crisis' - senior adland exec
PRWeek
But this isn't the view of PR from senior marketers or advertising executives, according to an global adland veteran. Richard Pinder, the chair of Universum and former COO of Publicis Groupe, said adland believes we are approaching "peak PR", a ...


The Holmes Report

SharkNinja Hands US PR Duties To DeVries Global
The Holmes Report
NEW YORK — SharkNinja has tapped DeVries Global to lead its communications in the US, a move that puts the home appliance company's PR and media in the hands of Interpublic Group agencies. DeVries is charged with driving awareness of and interest ...


The Guardian

OPINION: PR breeds unstable governments
The Guardian
Some see the upcoming B.C. referendum on electoral reform - whether the province should switch to a proportional representation (PR) voting system - as a blatant attempt by the B.C. Green Party to secure more power. While it's clear that under any form ...


Branding in Asia Magazine

Kellogg Appoints Eleven to PR Duties Across Australia and New Zealand
Branding in Asia Magazine
Eleven's appointment will see all PR responsibilities folded into its Sydney, Melbourne, and Auckland offices, providing integrated solutions across B2C and B2B audiences. Eleven has created a hybrid team comprising specialists from Eleven and ...


JoTo PR Reveals Value of Disruptive Public Relations in B2B Marketing Podcast
Markets Insider
To help business-to-business (B2B) executives navigate today's shifting and often-volatile media landscape, Karla Jo Helms of JoTo PR strapped on her boots and forayed into the quagmire in a recent If You Market podcast. During her interview with ...


MuMbrella

Eleven wins PR business for Kellogg Australia and New Zealand
MuMbrella
Omnicom's PR agency Eleven has won the public relations account for Kellogg across both Australia and New Zealand, Mumbrella can reveal. Just last February Kellogg appointed Edelman to its public relations account while the brand also worked with both ...


Globalnews.ca

Ticketmaster's PR nightmare continues: Alan Cross
Globalnews.ca
Tue, Sep 11: New regulations have been put in place to protect consumers in Alberta buying tickets to events, festivals and concerts. Global's Tomasia DaSilva explains what they are and how they're working.
More on Ticketmaster's latest PR nightmare: Some analysis from me.A Journal of Musical Things (blog)
Ticketmaster reportedly has secret deals with scalpers that cheat other customersCNBC
Ticketmaster: American ExpressTicketmaster
Marketplace.org -Amazon.com -Relix
all 96 news articles »
Google News

Whats Stopping You From Getting Publicity?

When I talk with business people, they tend to believe... Read More

Go Ahead, Marketing-Minded Financial Planners, Call a Reporter

Yes, you can call a reporter.I've said it before, in... Read More

Driving Near School Buses in Company Vehicles

School BusesWhen approaching a school bus: Slow down; If the... Read More

Where is the Best PR Value?

Wherever the fundamental premise of public relations is practiced.Look at... Read More

How PR Makes a Managers Life Easier

Things are pleasant for many business, non-profit or association managers... Read More

GETTING YOUR MESSAGE ACROSS

You have a story to tell. Your company has developed... Read More

Using Publicity As A Creative Marketing Tool

Publicity is an important and often overlooked tool of creative... Read More

Its CNN! They Want To Talk To You!

Being invited to appear on radio and television used to... Read More

What is News?

What may be the more appropriate question is: What makes... Read More

Media Relations: How We Landed on the Wall Street Journals Front Page

Media relations is a great profession.On good days, I earn... Read More

CD ROM Business Cards

Created properly, an extremely effective marketing tool.It's a great concept,... Read More

The Art Of Persuasive Pitching

Media placement is an art. Practicing it often requires as... Read More

Permanent Press: Using Press Releases to Keep Your Company in the News

When is your best advertisement not an advertisement? When it's... Read More

A Company That Doesnt Need Public Relations?

Really? You mean there are NO perceptions and behaviors peculiar... Read More

Marketing-Minded Financial Planners, Create Your Very Own Story to Get Free Publicity

One big mistake that many marketing-minded financial planners make when... Read More

Managers: PR More Than Tix and Plugs?

You bet! And in three ways vital to you as... Read More

Foolproof Publicity for Marketing-Minded Financial Planners

They'd hate to admit it, but the media is pretty... Read More

Publicity Performance Not Enough?

Even after a nice piece in a national publication, or... Read More

Public Relations: Why it Works

The short answer is, it works best when its fundamental... Read More

Press Releases for Every Occasion

To many marketers, the press release is something of a... Read More

Levines Laws For Pitching With Panache

Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More

Is The Traditional Press Review Still A Business Tool Of The Future?

Press reviews are a common and basic feature for surveying... Read More

HELP: I Need a Press Kit!

A press kit is an essential press relations tool. While... Read More

PR: Your 500 Pound Gorilla

What else, for goodness sake, could you as a business,... Read More

Anxious About Your Public Relations?

Shooting from the hip always creates anxiety.Especially when managers order... Read More