Marketing with a Flair

Many people have assumptions about how to properly gain publicity for their business, but a lot of these assumptions can be misleading or mistaken! Here are 5 of the top myths set straight to help you and your business succeed in the world of publicity.

Myth #1: The more people you send a press release to, the better your chance of having your story picked up.

Narrow it down! You need to think about specific demographics that you are targeting, and then tailor your release to those specific people/places. According to Australian Anthill Magazine, “Simply sending a general release to all and sundry doesn’t always work.” A customized, more focused press release that speaks directly to your target audience is more likely to get the reporter’s attention and encourage them to write about your topic.

Myth #2: Drafting a press release is your first step to gaining publicity.

It’s all about seeking publicity proactively and in various ways. Although press releases are still tried and true methods for gaining publicity, it’s better to start with “figuring out what your objectives are for your business, organization, or yourself if you’re working on a project or endeavor, as well as the goals for the media coverage and/or web presence,” according to PRandPublicity.com. Once you’ve crafted a publicity plan, decide what type of method you will use to distribute your message. For example, would it be better to post your message on a social network? Or maybe a quick email to a reporter about the topic is the first step you take before writing a press release. Think about your goals and different options and draft a plan.

Myth #3: Sales will always increase as a result of great publicity.

Great publicity will create awareness and can even make the phone ring, but it will ultimately be up to you and your staff to turn those calls of interest into sales and, finally, recurring clients.

Myth #4: Well crafted stories are guaranteed to be published.

Yes, it helps to have a good story, and this will increase your likelihood of being published, but there are certain things—breaking news, loss of staff, and other anomalies—that can contribute to the story being lost or forgotten. Also, there may be a multitude of other “great stories,” and not all of them will always be published.

Myth #5: If you do not have contacts, particularly reporter contacts, then you will not be successful.  

Success is all about networking and making the most of relationships that already exist. Evan Carmichael puts it beautifully as he writes that, as in most things, “the quality of your approach and what you have to say is more important than how many people you include in your mailout.”

Essentially, get yourself in there and become a part of your publicity work! Make the most of your circumstances, put effort into your projects, stay focused and pin-point exactly what you want, and you can be successful.