When you should and shouldn’t use free publicity
By Paul Green
Free publicity in the media is one of the most powerful marketing tools you can use. You can’t control what journalists write about you – meaning the message they deliver has a huge amount of credibility. Publicity is the exact opposite of advertising, where you have 100% control, but very little credibility of message.
There are many things you can achieve with publicity – and a few you can’t.
YOU SHOULDN’T USE FREE PUBLICITY TO:
Sell stuff now: Publicity will help people choose your business in the long-term, but it’s hard to use it to get the phones ringing right now. Note, you can use publicity to drive leads into your sales funnel so they buy down the line.
Create a false image of your business: You’d be exposing yourself to huge risks if you lied to journalists – especially if you later get caught. They won’t think twice about exposing you.
Criticise your competitors: Focus on your own achievements and let your competitors fall behind you.
YOU SHOULD USE FREE PUBLICITY TO:
Build brand awareness: It’s a very cost effective way to make people remember your business and what it stands for. PR masters like Richard Branson built their brands with free publicity.
Drive traffic to your website: Simple to achieve, especially when you offer free information or advice online.
Stand out in a crowded marketplace: When you’re fighting for every customer, publicity can enhance your reputation enough to make you stand out. A great reputation makes price & quality less of an issue.
Change perceptions about your business: Perception is reality. If people think about your business in a certain way, then that will affect you, whether it’s true or not.
Educate or influence people (including potential customers): If your product is the best because of certain features, ensure people know why that’s a benefit to them.
Give your business credibility: The credibility that the media offers can rub off on your business
Announce something new or exciting about your business: Publicity about changes in your business can help you stay top of mind, as long as it passes the media’s “So What?” test
Generate word of mouth publicity: Networking is powerful because it’s based on personal recommendations. Publicity can work in the same way. Use media publicity to get people telling their friends about your business
Deal with a crisis: When things go wrong, your reputation can be quickly destroyed. A good PR crisis plan will help you keep your reputation together, even if your business is actually at fault.
