Guide to Getting Publicity for Your Business

Generating positive press coverage should be a goal for any business. Publicity is an effective marketing and promotional tool that creates awareness and drives sales. Three key benefits of good public relations are:

1. It's generally less expensive than advertising.
2. Since it usually comes from a third party, it's credible.
3. It can greatly enhance your company's reputation or rein in the damaging effects of bad news
4. Action StepsThe best contacts and resources to help you get it done

Create a database of media contacts

Your potential press coverage is only as good as your contact list. Research the appropriate media outlets for your message and build relationships with key journalists and reporters
Bacon's Media Source provides media databases for a host of industries. If you're looking for local publicity, visit NewsDirectory to find newspapers by geographic area; look on the newspaper's masthead for the appropriate departmental editor. (NewsDirectory also lists TV stations and magazines, which are categorized by subject area.)

Develop a

You'll need an angle to attract publicity. Determine what is new or special about your business and use it as your selling point. Your release should include a substantially new development, a conflict or a human-interest item. "Dog bites boy" is mundane. "Boy bites dog" is a hook.