Public Relations:
Want Free Publicity? Here's How to Get It

Samples news releases: Publishing   Therapist   Healthcare   Industrial products   Technology    Newspaper feature   Electronic Newsletter
 

Do your competitors always seem to get the juicy write-ups? The newspaper interviews, the trade journal articles, the radio or television interviews, the blog coverage. What do they have that you don't? 

Answer: They know how the publicity game is played. Or they hire someone who does.

Now you can, too!

Big benefits of free publicity

In most ways, PR is far better than advertising. Not only is it practically free, it offers many additional benefits:

• Higher credibility  Your news release appears as an article, not a paid ad. It also contains a de facto "endorsement" by the media outlet itself that this is important. Otherwise they wouldn't print it.

• Higher readership  People tune in the media (and search the Web) looking for information, not advertising.

• Enhances your prestige and "expert" status  You must be somebody special. Why else would they be writing about you?

The secrets of getting free publicity

Did you know: Up to 75% of every newspaper or magazine's content originated as news releases? It's true. Take it from a former reporter -- every media outlet and blogger needs a steady flow of story ideas. The right kind of information, presented correctly, is not perceived as a nuisance or interruption. It's actually quite welcome. After all, you're making their job easier.

Getting the right medium to feature you or your company is challenging, but far from impossible.

Fist of all, there is a format for a news release that should be followed. Click and view the samples (at top) to see what I mean.

Two essential ingredients

Your press release must include something newsworthy! And it must be interesting and relevant to the audience the media is targeting.

I know, that seems obvious. But during my years as a Los Angeles news reporter, and later as a feature correspondent for CBS Radio, I must have received -- and thrown out -- thousands of news releases for violating those two simple rules. Many contained nothing newsworthy, nothing worth mentioning on the air or in print. You'd read them and say, "So what?" Others contained newsworthy material, but it was not relevant to my target audience.

What exactly is "newsworthy?"

Well, has your company received an award? Unveiled a new product or services? Developed a new process? Opened a new location? Signed a prestigious new client? Planning an event? Those are hardly earth-shaking events, but all are newsworthy, especially to local or trade media.

Tell your secrets

An even better approach is offering valuable "insider information" that is interesting or important to the media outlet's readers, viewers, or listeners. That's what every editor, blogger and TV-radio producer is looking for, and that's what your news release must deliver.

Here's the secret to getting free publicity: The more compelling the news or information, and the more directly it relates to the media outlet's audience, the more likely it is to be used.

Even better: If your information offers the audience some sort of benefit, something that will improve some aspect of their life or career, you're golden.

One more publicity secret

A crisp, clear photograph -- especially an eye-catching one -- will dramatically improve your chances of getting published. In many cases, a good photo really is worth a thousand words. Look for someone who can deliver effective photographs of your people, products, processes and facilities, preferably in action.

All this takes talent, hard work and persistence. Every business can benefit from free publicity, but not every business has someone who can do the job.

Luckily, you don't need to retain a high-priced PR firm and pay hefty monthly fees for your organization to get the free publicity it deserves. And you don't need to add another employee, either.

Want some free publicity?

As a former CBS Network feature correspondent, Los Angeles news reporter and magazine technology columnist, I know the publicity business from the inside out. I've  written and read thousands of news releases. I know exactly what editors, producers and bloggers are looking for. I know how to craft and shape a news release that an editor is willing -- no, eager -- to publish.

If your business is ready for some free publicity, we have bundles to meet every budget. Find out more. Send me an e-mail by clicking here.

 
Tom McKay
Maine Creative Services
email Tom(at)MaineCreative.com 

All material © copyright Tom McKay

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