UPDATED: Getting Buzz on a Shoestring Budget: How to Get Publicity for Your Small Business or Organization
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UPDATED: Getting Buzz on a Shoestring Budget: How to Get Publicity for Your Small Business or Organization

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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......

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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  • 1. Getting Buzz on a Shoestring Budget: How to Get Publicity for Your Small Business or Organization Presented by Audience Matters, Inc. When You Audience Matters, Your Message Matters. Audience-Driven Social Web Branding Strategy (404) 913-3340 www.myaudiencematters.com audiencedriven@myaudiencematters.com © 2012. Audience Matters, Inc. All Rights Reserved
  • 2. Who Am I and What Do I Know About Publicity? 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! © 2012. Audience Matters, Inc. All Rights Reserved.
  • 3. In This Presentation, You’ll Learn… 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. © 2012. Audience Matters, Inc. All Rights Reserved
  • 4. Real Publicity, Done Right, Leads to RealCredibility for You and Your Organization or Business © 2012. Audience Matters, Inc. All Rights Reserved.
  • 5. But, What is REAL Publicity? And, What is NOT? 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. © 2012. Audience Matters, Inc. All Rights Reserved.
  • 6. What Constitutes News Media? © 2012. Audience Matters, Inc. All Rights Reserved.
  • 7. What Constitutes News Media? 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. Includes traditional media and alternative media. © 2012. Audience Matters, Inc. All Rights Reserved.
  • 8. Publicity vs. Advertising Publicity AdvertisingFree coverage Paid spaceLittle to no creative control Almost complete creative controlHigh public trust Low public trustEditor controlled Client controlledLimited ‘air’ time Unlimited ‘air’ timeTells a story Does a sales pitchRelatively inexpensive Relatively expensivePeople share it People ignore it © 2012. Audience Matters, Inc. All Rights Reserved
  • 9. So, Which Is Better for Your Business or Organization? © 2012. Audience Matters, Inc. All Rights Reserved.
  • 10. Getting Started…Know the Rules, First Must be newsworthy. Must be timely. Must be professional, well-written/well-produced content. Must be relevant to audience and journalist/blogger/news outlet. No blatant sales pitches; avoid hype. Must be credible, verifiable. Must be submitted the way the journalist/blogger wants to receive it. © 2012. Audience Matters, Inc. All Rights Reserved
  • 11. Being Breaking News Have a story to tell and learn how to tell/write stories. Be an expert in your field/industry. Get into expert databases like ProfNet, HARO, Reporter Connection. Learn how to pitch the press and craft press materials. Do speaking engagements; be open to interviews in local, regional or small markets. Write blog articles and newspaper columns. Be interesting, approachable, professional. © 2012. Audience Matters, Inc. All Rights Reserved
  • 12. Crafting Press Materials Be professional; no typos, grammatical errors, sloppiness. Be visual; add photos, videos and logos because they catch the eye better than text. Be brief; avoid sending whitepapers, reports and long press releases if not asked. Be thorough; when asked have ready and send a complete electronic or print media kit (including press releases, press slicks, past media appearances, photos, videos , etc.) Don’t be promotional; this isn’t an advertising kit. Know the difference. © 2012. Audience Matters, Inc. All Rights Reserved.
  • 13. Press Release Basics Should be written like a news story. Should not be boring. Be creative but don’t exaggerate or lie to make it more interesting or seem more significant than the story is. Should be specifically written for the audience—the journalist/blogger and their readership. Should be written with lead times and, when necessary, editorial calendars, in mind. Should be able to be distributed electronically and in print form. © 2012. Audience Matters, Inc. All Rights Reserved
  • 14. Press Release Basics Know what your distribution strategy is advance. Press release distribution service, direct to media outlet or social media? Avoid having posted on junk sites to spam the search engines; they penalize for that—sometimes even blackball. Make it multimedia—those get read and distributed 77% more often than text only releases. Make sure you add correct, professional contact info (avoid hotmail, yahoo and even gmail email addresses). Be available and respond promptly to ALL press inquiries. © 2012. Audience Matters, Inc. All Rights Reserved
  • 15. Publicity on a Budget Do it yourself. That is write/produce it and distribute it yourself. Use low-cost but high-quality press release distribution services like Send2press.com Use social media to reach members of the media and ask friends to share your news, content. Write for local newspapers or contact their editors about your story; they’re always looking for content. Write letters to the editor. © 2012. Audience Matters, Inc. All Rights Reserved
  • 16. Publicity on a Budget 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. © 2012. Audience Matters, Inc. All Rights Reserved
  • 17. How to Keep Buzz Going 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 about you going. © 2012. Audience Matters, Inc. All Rights Reserved
  • 18. A Few Caveats… 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. © 2012. Audience Matters, Inc. All Rights Reserved
  • 19. A Few Resources That Can Help… www.publicityinsider.com www.publicityhound.com www.entrepreneur.com www.socialmediaexaminer.com www.marketingprofs.com www.about.com www.google.com (search: “publicity on a shoestring budget” or “low budget publicity”.) Experts on social media, especially Facebook, Twitter, YouTube and LinkedIn. © 2012. Audience Matters, Inc. All Rights Reserved
  • 20. (404) 913-3340 #audiencematters Web: www.myaudiencematters.comFacebook: http://www.facebook.com/AudienceMattersMedia Twitter: http://twitter.com/BAudienceDriven LinkedIn: http://www.linkedin.com/in/dahnamchandler Google+: http://gplus.to/AudienceMattersMedia ecademy: http://www.ecademy.com/user/dahna.m.chandler © 2012. Audience Matters, Inc. All Rights Reserved