Free publicity:
Are you getting your share?

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 television appearances?

Q: What do they have that you don't?

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

Now you can, too.

Big benefits of free publicity

Compared to expensive traditional advertising, publicity costs practically nothing. But lower cost is only the beginning. Free publicity offers many other benefits:

Higher credibility than paid advertising
Pre-sells prospects on your services
Enhances your credibility and prestige. (You must be something special -- otherwise why would they be writing about you?)
Oh yeah, free publicity is free!

The secrets of getting free publicity

Getting the right medium to feature you or your company is challenging, but far from impossible. In fact, up to 80% of the content of every newspaper or magazine originated as a news release sent by a company.

There is a format for a news release that must be followed exactly. Click and view the samples (at top) to see what I mean.

In addition, two essential elements must be in every news release -- or you have no chance at all.

Speak into the microphone! First, you must include something newsworthy! And it must be have interest for the audience the media is targeting.

This 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.

Why? Many violated that first cardinal rule of a news release. They contained nothing newsworthy, nothing worth mentioning on the air or in print. You'd read them and say, "So what?"

"I am absolutely crazy about the ad you wrote. How wonderful!"

Jean Foss, Harbor Candy

What 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. So are the new people you've hired, employees you've promoted, even your company's anniversary. Simply surviving another year in business can be an accomplishment worth promoting. Milestones like the 10th or 25th anniversary are certainly significant.

Target the right medium for your publicity campaign

In addition, your news release must deliver what every editor or TV-radio producer is looking for -- information of interest to their readers or audience. The more compelling the news, and the more directly it relates to that medium's readership or audience, the more likely it will be printed or broadcast.

And if your message offers the audience some sort of benefit, something that will improve an aspect of their life or career, so much the better.

One more publicity secret

A crisp, clear photograph -- especially an eye-catching one -- will dramatically improve your chances of getting published. In this case, a good photo really is worth a thousand words. Look for someone who can deliver effective photographs of your people, products, processes and facilities, at an affordable price. Click here for examples.

All this takes talent, dedication and hard work. 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 an employee, either.

You just need Tom McKay and Maine Creative.

Want some?

If you'd like a little help raising your company's visibility among your target market, call or email Tom McKay.

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

Newsletters, too

My firm also designs, writes and delivers print and e-mail newsletters -- an effective way to promote your company to existing customers and prospects, using your own opt-in mailing list. Very affordable, very effective!

In fact, we offer a full line of marketing communications to small- and medium-size organizations.

If your business could use some free publicity, send me an e-mail by clicking here.