Why Publicity Dazzles and Why You Might Consider a PublicistCategory: Press Releases
Article added by: Leslie McKerns
By Leslie McKerns
When it comes to promoting your business, there are two stars, marketing and publicity. Marketing is about position and placement, and a Publicist works hands in hand with Marketing to interpret your brand to the media and the public.
1. A Publicist does not place stories requiring advertising, therefore advertising is not a product of a publicist--good editorial content is. The first thing to know about a publicist is that what is written about your company must be truly of interest to the publication and its readers.
2. A Publicist generates non-fee based recognition, which means that you are not asked to exchange advertising dollars for editorial space. The result of publicity is attention, visibility, market share, recognition and branding. By working with your Marketing team, the Publicist ensures that your message will dovetail with the core values of your organization.
3. Publicity is gained through the hiring and activities of a Publicist. The message defines and promotes the brand that is at the heart of your business.
4. Publicity is a powerful tool for promoting your business. Therefore, a publicist has gone from being an exotic member of a star's entourage to an important consideration for business owners. The reason for that is simple. People pay more attention to what others say about you than what you say about yourself. We are social beings, and want to trust those with whom we associate.
5. Publicity is one of the most effective, non-fee based activities a company can pursue. There is no other single activity that can produce such dramatic results, such as an 85% increase in recognition in less than a six month period. The key to hiring a good Publicist is that this recognition should be to promote the image and purpose of your organization--including the good works you do, charitable contributions, the positive products and solutions you offer and your commitment to the community.
6. A Publicist is adept at establishing core messages and fundamental corporate goals, and introducing them to the media and the public through high interest stories and press releases about products, people, services and benefits. The reason you read your favorite magazine, newspaper, blog or online news site is that you expect to find something there that is of use to you in your life--it educates, informs, is relevant, useful for your needs, astonishes or entertains you. The reason you hire a Publicist is to promote your business in a way that fulfills these expectations.
7. A Publicist knows how to format and engage interest through press releases and pitches for highly interesting feature stories that will be written in magazines and newspapers. The press release is your ticket to the formal affair called press. As with any ticket, there are rules of engagement, and the press release is bound by the rules of who, what, when, where and why (as in why should I care?)
8. A Publicist understands the reason and purpose of the press release. Press releases are a precursor to feature stories, because press releases are the vehicles used to build credibility and understanding of who you are, what relevant issues your company brings out, what your company stands for and what products or services you offer that might benefit others.
9. A Publicist understands what makes a story newsworthy. This is called the Rules of Three—what makes a story newsworthy from your perspective, what makes a story newsworthy from the reader’s perspective and what makes a story interesting and newsworthy from the publication’s perspective.
If you want to promote a book, get an agent. If you want to promote a business, you might do well to consider getting a Publicist. Publicity often builds business--it is the brightest star in marketing’s sky.
McKerns Development, PR, Marketing, Business Development, works with firms to increase visibility, promote their projects and services, reach the right customers and build business. For unique service packages, testimonials and samples visit http://www.freewebs.com/mckernsdevelopment
Leslie McKerns, BA, BS, AIA Allied, FL Licensed Designer, Professional Member Gold Coast Public Relations Council, Board Member of American Lung Association, is a publicist and business development specialist, a consistent contributor to major magazines and newspapers, and the Real Estate Editor of CitySmart magazine.
Posted By: Leslie McKerns
Web: http://www.freewebs.com/mckernsdevelopment
Contact: e-mail
| About the Author: |
| McKerns Development, PR, Marketing, Business Development, works with firms to increase visibility, promote their projects and services, reach the right customers and build business. For unique service packages, testimonials and samples visit http://www.freewebs.com/mckernsdevelopment
Leslie McKerns, BA, BS, AIA Allied, FL Licensed Designer, Professional Member Gold Coast Public Relations Council, Board Member of American Lung Association. Ms. McKerns is an independent publicist and business development specialist for the A/E/C industry and other professional service firms, a well-published professional writer, a member of the Gold Coast Public Relations Council (GCPRC), a consistent contributor to major magazines, trade and newspapers, and the Real Estate Editor of CitySmart magazine. http://www.citysmartmagazine.com |
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