Are you a small business or organization with a small budget that is trying to find low-cost ways to get high velocity buzz? Then, you need this presentation. After viewing it, you'll have enough understanding of what you'll need to do to create a publicity program but will have to do more research in order to craft and maintain one that's successful for your organization or small business. While you can't expect overnight success with this aspect of your 360 degree marketing strategy, done right, you can see positive public relations and bottom line results. (Updated June 2012.)
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Transcript
Getting Buzz on a Shoestring Budget: How to Get Publicity for Your Small
Business or OrganizationPresented by Audience Matters, Inc.
When You Audience Matters, Your Message Matters.
Audience-Driven Social Web Branding Strategy(404) 913-3340
I’m Dahna M. Chandler, a professional social web branding strategist.
I am an award-winning, serial entrepreneur and journalist and former reporter for Black Enterprise magazine.
My clients have included major nonprofit and government agencies and include consultants, physicians, law firms, staffing agencies, elected officials and candidates for public office..
I’ve been doing publicity professionally since I was a teen working for my father, Dana C. Chandler, Jr., a world-renowned visual artist for whom I act as artist representative and art sales agent.
I’m passionate about writing journalistic style content. Passion counts!
What publicity is and is not. Why publicity vs. advertising. Some basics on crafting publicity materials. Some best practices on getting publicity. Ways to get do publicity on the cheap. How to keep getting publicity once you start.
It’s getting the news media to tell your story to your audience again and again. Then, having that audience spread the word about you or your organization. It’s you being a regular source of news for the right media. It’s a real story of the kind news journalists and bloggers write and want to tell. It’s not flagrant promotional pitches and advertising. It’s not boring or only about you and your company or organization. It’s audience-focused and audience means both yours and the media outlet’s. Social media can be a primary source of user-generated publicity, too, especially
when used to get your news gets mainstream media attention.
Print media including newspapers, magazines, newsletters and industry trades. Broadcast media including all forms of over-the-air television and radio. Online media including the web versions of the above and independent web-
based news outlets. Social media (where there is a large subscriber base ) including YouTube and
Blog Talk Radio-based news shows, podcasts, blogs, Twitter and other social media sites like Tumblr, Storify , Pinterest and Scoop.it.
More powerful when the content is produced by a media outlet, journalist or credible blogger.
Mobile media-based news content on phones, tablets and other mobile devices.
Research, carefully craft a pitch then contact local broadcast press, share your expertise and ask to be a guest on their show.
Volunteer, sponsor or co-sponsor events, give gifts to charity and ask for promotion in organization’s media materials in exchange.
Create networking groups, email lists, newsletters as a way to get the public talking to and about you.
Add a media room/kit to your website or blog; republish press releases there and ask others to publish your stories on their blogs.
Be a source for the media; be interesting to your audiences. Put out at least one, preferably multimedia, press release a month
(Remember, though; it must be a REAL story, not a advertorial.) Announce changes at your company that are significant. Ask your friends, connections, followers and fans to promote your
business or organization. Use the appropriate media and distribution strategies to keep buzz high
but prevent spamming the search engines. Constantly be improving your presentation, press/blogger relationships
and social/professional network. Get out on the speaker circuit and get word-of-mouth and word-of-mouse
Know your limitations. Hire an experienced agency, consultant or
coach if you just can’t produce media distribution quality content, develop an appropriate media relations and content strategy or don’t have the time to do it right.
Poorly done publicity is worse than not trying at all.