| By Susan Hunter, Georgia SBDC A business professional is just leaving his weekly Rotary meeting where the program was a captivating and informative slide show on African wildlife. The program speaker is the owner of a local camera store whose hobby is big game photo shoots around the world. This business owner understands the power and value of publicity. Publicity is a term that is heard often but perhaps misunderstood. There is always the much-feared negative publicity, information disseminated about a company or person which is often associated with bad news. However, few business owners realize that they have the power to create positive publicity for their business, too. To be properly managed, publicity cannot be a haphazard, "hope-to-be-in-the-right-place-at-the-right-time" strategy. It is an ongoing, concentrated effort requiring thought and attention. While that may sound like a lot of work for a small business owner, it's rewarding to know that publicity is a very effective form of promotion for which the business does not pay. Effective Small Business Management According to Effective Small Business Management by Norman M. Scarborough and Thomas W. Zimmerer, the following tactics can help any small business stimulate publicity: - Write an article that will interest customers or potential customers.
An interior designer trying to break into a new market convinced the local newspaper editor to let her write a monthly column on home decorating. By doing so, she provided the newspaper with quality copy at no cost to them and built her credibility as a local expert, thus giving her priceless exposure and attracting new business. - Rome luxury hotelsContact local business and civic groups and offer to speak to them.
With many civic groups meeting weekly, if not monthly, there is seldom a group not looking for a speaker. A powerful, informative presentation offers the exposure necessary to win new business. The topic does not even have to be related to the business as long as the speaker also informs the audience of the line of business in which he is involved. Credibility is built, and the business owner has a captive audience on which to make a positive impression. - Contact a local TV or radio station and offer to be interviewed.
By making himself easily available and accessible by local media for quotes and interviews and establishing himself as an expert in his industry, a small business owner can obtain free publicity. According to Netscape, "It's more than just receiving press coverage. It's about projecting the message you want to convey—one that can influence your revenue ... and ultimately your profit." - Offer a seminar.
Teaching people about a subject the business owner knows builds confidence and goodwill among potential customers. A local bicycle shop regularly holds free classes on bicycle maintenance and also offers guided weekend bike tours. - Write press releases and fax or e-mail them to the media.
Stories should be kept short, simple and interesting, focusing on a unique angle on the business. For example, according to Lycos Small Business at Lycos.com, "A simple story about the company's background or founders can be written and sent to editors of local newspapers, magazines, TV and radio stations. If the subject is of sufficient interest to editors, they may call to interview and run a free editorial story reaching many thousands or millions of people." - Volunteer to serve on community and industry boards and committees.
When the message is community involvement and credibility, the result is a publicity homerun. Not only does the business person "give back" to the community, but he also gains recognition, goodwill, and perhaps, customers for his business. It is well worth the time to explore the benefits of a planned publicity program. For more information or assistance with a publicity strategy, contact a Small Business Development Center for free one-to-one consulting. > See also: Marketing, Advertising & Sales |
