Monday, November 10, 2008

Publicity, Productivity, Profitability

Publicity has fast become the most sought after form of promotion as the medium of television and print is proving to be a priceless source of free advertising. Publicity equals productivity and increased business profitability

With the media’s ever-increasing influence on public opinion, many business owners have discovered that publicity is a more discreet, credible, and effective way to increase customer awareness. It can help you take your business to the next level.

In most cases, a third-party endorsement from a reporter is as valuable as gold among the general public. You are perceived as the local authority and the foremost expert on the subject for which you are being quoted. Even if two sets of credentials are perfectly matched, it is the newsmaker that is viewed more favorably than the one who lines the advertising pages. Both are paid promotions, but the public has a tendency to distrust advertising, while they often believe what they see on TV and read in newspapers and magazines.

I have found over the years that most business owners have a different view as to how they want to be presented to the press and how the press responds to public relations efforts differs from state-to-state. Public relations tactics that might work in Los Angeles and New York, don’t always work in Chicago and Georgia. A savvy PR person will determine what is unique about you, your business, and how best to package you to the media.

While you are busy earning those dollars, you want to make certain that those dollars are stretched as far as possible when it comes to business promotion.

There are many ways you can obtain publicity. A new, proven surgical technique or skin enhancing treatment are always looked upon favorably by the press. Also, a consumer book, community speaking engagement, a public safety issue, new ways to make money or an industry trend are likely to secure valuable media exposure. Good PR brings with it a higher level of consumer awareness. It will also your existing customers that they made a good choice selecting YOU.

One of our client’s main goal was to place information about their new surgical technique into the hands of the most powerful in the business: Beauty Editors of national women’s magazines. Knowing that they were competing with Industry Goliaths, we chose to embark on a campaign that would stand out from the many stories these editors receive daily. We chose to hold a press conference in New York City that would not only offer products and hands-on demonstrations, but would also educate reporters on the science behind the technique. We designed a hand-made invitation that was personally delivered with a single fresh rose to each beauty contact in New York. By adding this simple, yet intimate approach, we were able to convince seventeen of the top beauty editors to take time out of their hectic schedules to attend this event. Of course we had to convince them that this new technique was worthy of a mention, however, all of them said it was the personal touch that motivated them to attend the event.

Of course, publicity is not the sole ingredient in a marketing campaign. A steady mix of all aspects of marketing is the key to ultimate business success. Publicity, however, often plays a strong role in creating consumer awareness, brand recognition and customer demand.

Who goes there?
While most people agree that publicity is a smart, image-building tool, it is commonly disputed as to whether you should pursue your own PR efforts, hire a PR professional, or appoint an office manager to handle the task.

Securing publicity involves a dedication of time, thoughtful planning, a unique concept, well-written press materials and contacts. Most news coverage is not by coincidence. Publicity is a detailed process aimed at attracting new business. I’ve had many people approach me and cynically tell me that securing media attention is a hopeless endeavor in their town. Their own PR efforts proved fruitless, and they can’t quite figure out why.

There are several reasons:
1.
It is often impractical to seek publicity for yourself (although many of those we have trained in our studio in recent months are doing a good job of it on their own.). Most of the reporters we deal with are used to dealing with PR agents than heads of companies.
2. An office manager already has a full-time jobs keeping the business running smoothly. They will resent being given added responsibility that is out of the realms of their expertise. In addition, they generally do not have industry knowledge or understanding of the special media skills required to successfully generate publicity for the business.
3. Successful marketing is a full-time commitment requiring a consistent effort, not something that can be implemented every now and again.
4. Press materials must generate excitement and be concise. Although a CV is great to use as back-up, a brief bio will suffice. As most reporters generally give you about 10 seconds of their time, brevity is always best.

PR Professional Versus Publicist
Tom Cruise has a publicist because he is a movie-star. If you decide to take the PR path, you want to make sure you are hiring a PR professional that is going to view your business as an enterprise that must uphold a flawless reputation. Publicity does not happen overnight. It generally takes a couple of months before it begins to snowball. Be certain to hire a PR agent who understands your business and your company goals. You don’t want to spend the first few months of a retainer educating your PR person on the intricacies of your specialty. Here are a few questions you can ask:

1. Ask the agency to show you magazine clippings or TV interviews of stories they have placed.
2. After explaining what you do, ask them how they would promote you? What ideas have they gleaned from your conversation do they consider you newsworthy?
3. How many placements/interviews can you expect within your first year? If they cannot answer that, ask how many placements a typical client averages?
4. Who will be working on your account? Will it be the person selling you on the company, an account executive or an intern?
5. How often do they send new press materials out?
6. Will you be able to proof and approve press materials before they are mailed?

If an agency/PR professional is an established business with a proven track record, good references, and whose personality and ideals meet those of yours, you are most likely to embark upon a successful campaign and increase the bottom line.
Enjoy the Ride!