Six ways to generate publicity (that you may not have tried)
When it comes to generating publicity for your business, news releases are by far the most popular option. But they aren’t the only option. There are a number of tools you can use and angles you can take to capture the attention of journalists and editors.
To give you some ideas, here are six additional tools or angles that you may not have thought to use in order to generate more publicity for your business.
1. Trend releases
Trend releases are often the most valuable to the media and will help you establish a reputation as a source. These releases contain information on developing trends, breaking research or other industry insights that would be unknown to the media or difficult for them to obtain.
These are ideal for industry-specific publications though also for mainstream media provided the angle is highly newsworthy and affects or impacts a wide audience.
2. Expert comment/piggyback releases
Expert comment releases are issued when a story breaks that would require a statement or comment from someone with your expertise. These are also great for positioning yourself as a source.
It could be a statement of support with additional information or an opposing view with facts to back up your opinion. Whatever your response, be sure to state you are available for interviews.
3. Letters to the editor
Writing letters to the editor can be an effective venue for establishing yourself as an expert, addressing controversial issues, discussing industry developments, responding to claims and of course offering your opinion. To capture attention and increase your chance of being published make sure your response is insightful, sharp and articulated well.
4. Op-ed articles
Op-ed articles are longer opinion pieces that (usually) appear on the same page as the letters to the editor. Just like the letters to the editor they are a great way to showcase your level of knowledge and insight. Once again, carefully consider your position and make sure the opinion you put forward is insightful, researched, logical and well written.
5. Public service announcements
Public service announcements are messages in the public interest sent out by the media without charge, with the objective to raise awareness or change the public’s attitude or behaviour towards an issue or event. While they won’t suit every business, issue or event, it's good to be aware of this option.
6. Reviews and giveaways
Many publications will review new or existing products for their “what’s new”, “things we love” or “check this out” sections so it pays to send a sample of your products or at least alert relevant publications to your products.
Most publications will also hold regular giveaways either in their magazine, newsletter or on their website. Some happen monthly while others happen around key times of the year like Christmas, Easter, Mother’s Day, Father’s Day, back to school, change of season and so on. So it is good to send out a news release with the option to do a review and/or giveaway around these times.
Keep in mind that most publications will require a reasonable value or specific quantity of product to be included in a giveaway. To decide if the investment is worth it take into consideration the target audience of the publication, how large the audience is and the level of coverage and promotion you and the giveaway will receive.
Have you tried any different ways to generate publicity for your business?